It’s no secret that bloggers are becoming one of the best ways for brands to build a relationship with the masses, and Laura Mercier is getting in on the action.
The luxe beauty brand recently revealed a year-long partnership with one of our faves Aimee Song of the blog Song of Style, which features elements of fashion, beauty and design, and travel.
“It’s the biggest deal ever, and it’s not just the money,” Song tells WWD. “It’s the deepest relationship I’ve ever had with a brand.”
A yearlong partnership, the deal will have Song continuing to create content at Song of Style, sharing Instagram posts with her 3.4 million followers, creating video content for Mercier’s website, and attending beauty events as the brand’s official brand ambassador.
What makes this pair work? Song has been loyal to the brand for years, long before being approached to represent across her platforms. This important detail will only help contribute to the “organic” look and feel both Song and Mercier hope to emulate with their relationship.
“One of the reasons we chose her was because we knew she organically uses the brand already and is a brand loyalist,” says Nancy Bernardini, CEO of Mercier parent company Gurwitch Products, in an interview with WWD.
Because beauty posts are so easily accessible across social media platforms, many beauty brands are looking to fashion influencers to share content with their millions of fans and followers, bringing their name into the public conversation.
“The beauty brands really like to speak to the fashion influencer because they are creating such a high level of editorial content and really motivating their audience to follow everything they do,” says Karen Rabinovich, co-founder of Digital Brand Architects, which represents Song, among other highly influential brand ambassadors.
As the partnership is mutually beneficial to everyone involved, Song is free to not only continue to use other brands which make up her daily routine, but feature them in any content she creates, save for a handful of competitors.
While it’s not entirely clear just how much Aimee will be bringing home, a close source confirms that the deal is worth more than $500,000.
Who knows just what the future will bring for the marketing of major labels, but one thing is for sure--there’s no time like the present for bloggers and influencers to bank with brands.
Additional bloggers with brand ambassador deals:
Kristina Bazan of Kayture: L’Oreal
Chiara Ferragni of The Blonde Salad: YSL beauty, Eyeko, Ormana, Kezo, SK-II, Chanel, Dior, and most recently, Pantene
Arielle Nachmani of Something Navy: TRESemme
Chriselle Lim of the Chriselle Factor: Estee Lauder in 2014, currently working with Dior (Dior Prestige La Creme)