More than 15,000 beauty lovers applied for one of the 24 coveted spots in Sephora's #SephoraSquad, a team of beauty influencers who are "unique, unfiltered [and] sorry-not-sorry storytellers" and will be working closely with the brand. While having an influence online typically means having a large following, Sephora even selected some influencers with less than a following of 10,000 people online.
The final #SephoraSquad is a diverse group not just in terms of their social media following but also gender, age, ethnicity, nationality and sexual orientation. As part of the one-year paid contract with Sephora, the influencers will be receiving perks like early access to products, free products, coaching, networking opportunities, the possibility for collaborations and the chance to expand their social media reach with "regram and repost consideration."
Thanks to the wide range of people included in the official #SephoraSquad, consumers will likely see aspects of themselves in certain influencers and potentially grow to trust their opinions.
Diverse Beauty Influencer Communities
Sephora's #SephoraSquad is a Team of 24 Influencers
Trend Themes
1. Inclusive Influencer Marketing - Disruptive innovation opportunity: Brands can tap into diverse beauty influencer communities to reach a wider range of consumers and build trust through relatable and authentic content.
2. Micro-influencers - Disruptive innovation opportunity: Recognizing the value of smaller followings, businesses can collaborate with micro-influencers to leverage niche audiences and create more personalized marketing campaigns.
3. Authentic Representation - Disruptive innovation opportunity: Companies can prioritize showcasing diverse individuals in their marketing strategies to promote inclusivity and connect with consumers on a deeper level.
Industry Implications
1. Beauty - Disruptive innovation opportunity: Beauty brands can partner with diverse beauty influencers to challenge traditional beauty standards and appeal to a broader customer base.
2. Marketing - Disruptive innovation opportunity: Marketing agencies can embrace inclusive influencer marketing strategies to help brands connect with diverse audiences and build authentic brand communities.
3. Social Media - Disruptive innovation opportunity: Social media platforms can create specialized features and algorithms to amplify the reach of micro-influencers and foster more diverse, relatable content.