Revlon’s New Ambassadors Include Sabrina Carpenter, Gigi Gorgeous and More
The beauty brand has named vloggers Gigi Gorgeous and Kandee Johnson, makeup artist Etienne Ortega and Girl Meets World star Sabrina Carpenter as its newest ambassadors, all of whom will work non-exclusively with the company. According to WWD, these influencers were chosen as a way to broaden the brand’s social reach (the four combined have a total of 14.9 million followers on Instagram) and bring in a different audience.
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“We see a big opportunity to be part of the conversations that are happening naturally and organically in the social sphere,” Tracy Rohrbaugh, vice president of marketing for Revlon, told the publication. “The beauty consumer is multifaceted, but it doesn’t stop there — she’s participating in conversations about lifestyle, fashion and celebrity. We were thinking about how we could tap into those conversations with our brand.”
And while Carpenter, 17, is the more “traditional” celeb pick of the bunch, Rohrbaugh says her diverse following of young fans and family members “really gives us the possibility to tape into that younger Gen Z consumer.”
Enlisting social influencers as ambassadors seems to be a trend among beauty brands as of late, with Covergirl bringing on James Charles and Nura Afia, Maybelline snagging Manny Gutierrez and Shayla Mitchell and Rimmel tapping Lewys Ball. M.A.C Cosmetics launched an entire lipstick line that’s influencer-driven and L’Oreal created a network of influencers called L’Oreal League which includes former Miss USA Olivia Culpo and blogger Wendy Nguyen of Wendy’s Lookbook.
Though typically these types of partnerships pay less than, say, an exclusive deal with a celebrity, they do give the influencers the freedom to work with any other brands they desire.
“In order to maintain how powerful they are with consumers, they should still be able to talk about other brands,” Kristen Comings, vice president of integrated consumer communications at L’Oréal Paris, told WWD of the L’Oreal League.
So will social media stars soon replace celebrities as the go-to for brand ambassadorships? Probably not, but we can definitely expect to see as many influencers as celebs repping brands in the near future.