Agenda-setting intelligence, analysis and advice for the global fashion community.
Jet-setting off on a brand trip to an exotic locale has historically been an activity reserved for those with seven-figure follower counts. Nowadays, though, it seems any number will do.
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For nearly a decade the beauty brand has built its marketing around sending social media celebrities on lavish vacations, a practice that’s become increasingly controversial. Could a trip to New York for 13 ordinary customers and their plus-ones to see Beyoncé in concert alter that perception? One reporter tagged along to find out.
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
Liz Flora is a Beauty Correspondent at Business of Fashion. She is based in Los Angeles and covers beauty and wellness.
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