Brand
How Unilever Leveraged The Popularity Of Beauty Influencer To Promote New Product Line
Unilever PLC has turned to social media influencer Sofia Richie Grainge to promote its new Nexxus styling collection aimed at recreating popular hairstyles on TikTok. The consumer goods company signed Grainge to a one-year endorsement deal earlier this year.
The 11-product line includes a hair wax stick, heat defense spray, and anti-humidity spray designed to help consumers achieve sleek, shiny “glass hair” looks and voluminous 1990s styles that have surged in popularity on the video-sharing app, according to Jessica Grigoriou, who oversees marketing for Unilever’s hair portfolio.
“Styling, historically, can be a very intimidating thing for people to do,” Grigoriou told Glossy. “We often hear it’s too complicated.” TikTok has made it easier by providing a wealth of styling tutorials from a diverse array of creators, she said.
Nexxus announced the partnership with Grainge, who has 11 million Instagram followers, through a sponsored content deal with Vogue’s website last week. The company produced videos of the 25-year-old model and influencer demonstrating how to use the new products to create looks like her signature slicked-back bun.
The average price for items in the Nexxus collection is $15.99. They will be sold exclusively at major retail chains including CVS Health Corp., Ulta Beauty Inc., Walmart Inc., and Target Corp.
Hiring influencers with large social media followings has become a common way for brands to promote new products, especially in beauty and fashion. Unilever said it chose Grainge because of her popularity and credibility with consumers.
“She’s known for her hair tutorials, which are simple and easy to follow,” Grigoriou said. “And she’s such a style icon, too.”
The partnership got off to a rocky start when Grainge fell ill and was unable to attend the brand’s recent launch event in Los Angeles. Grigoriou had less than two hours to adjust the two-day activation, which was designed to introduce the collection to media outlets, influencers, and beauty editors through product demonstrations and a styling masterclass led by Grainge and her hairstylist.
Instead, Grainge’s stylist Kathleen Riley took the lead, using Grigoriou as a model to showcase techniques. Attendees also toured educational stations highlighting the products’ “Style Protect” ingredient technology, which promises heat and humidity protection.
Content from the event featuring the new Nexxus items will be promoted across Grainge’s and the brand’s social media channels in the coming weeks, Grigoriou said. The company also plans paid marketing partnerships with other influencers, as well as a digital advertising campaign with messaging tailored to each stage of the purchase funnel.
Unilever will judge the success of the launch based on Nexxus styling product sales versus internal targets, as well as engagement metrics around the influencer marketing compiled by tech firm Traacker, Grigoriou said. It also will monitor the impact on brand equity and attributes.
As Grainge prepares to become a mother later this year, the company expects to update its marketing assets with a new wave of content highlighting her changing hair needs, according to Grigoriou. “There will be more to come throughout the year as she goes through this exciting new chapter of her life,” she said.
