Cruelty-free German makeup brand Essence Cosmetics' Instagram page is full of the faces of influencers, including one virtual influencer of its own creation called Kenna. The brand's CGI model has her own Instagram account that introduces her as a "girlbot" and "product development intern" at Essence Cosmetics. On Instagram, Kenna can be seen swatching the brand's color cosmetics on her arm and posing with products—sometimes by being surrounded by floating packaging.
With Kenna, Essence Cosmetics is introducing the next generation of influencer marketing, which gives brands more control over the look and personality of who is representing their products—and some users on social media who are scrolling quickly may not even be able to detect that the realistic avatars are not human at all.
Image Credit: Essence Cosmetics