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20 October 2016 | beautystorebusiness.com GO WHERE THE INFLUENCERS ARE In recent years, you've likely noticed industry leaders are engaging with and even promoting social influencers. "The focus on influencers has grown sig- nificantly in the past few years," says Nicole Frusci, vice president of U.S. brand and digital marketing for San Francisco-based Benefit Cosmetics. "For Benefit, social media is like one big beauty locker room, where people get to gab about beauty and give beauty tips and tricks." To become part of the conversation, you first need to follow it. Beginning the same way your consumers do: watch videos and follow popular blog- gers or vloggers on Instagram and Snap- chat. Doing so may provide insight into the engagement level of an influencer, which, Frusci says, is more important than the pure numbers they generate. "We first look for influencers in the beauty category and the type and quality of content they create," she says. "Then, we look at their personality and how they engage with their social communi- ties. And we don't just look at audience size. We tend to look at engagement over reach." For example, your brand could get 100 shout-outs daily from celebrity Kylie Jenner, but if her audience doesn't match your target demographic or your brand's personality, your message will fall on deaf ears. "Exposure is great, but if you want to build deeper partner- ships with influencers or build overall awareness with your target audience, it's important that they are a good brand fit," says Frusci. Once you find an influencer that you'd like to work with, reach out to them where they are. According to Frusci, Benefit begins contacting potential partners via social media. "From commenting on their posts to then sending direct messages to them, we found it organic to stay within the channels where they reside." Then, once connected, Frusci will send product packages or discuss ways to collaborate. "For influencers, 100% of it is relationship building," she says. "Yes, there are the product sends, but our main priority is to build authentic relationships that grow and develop into greater exposure, as well as into larger partnerships, be it a campaign, event or experience." "The variety of partnerships has definitely expanded over the years, and brands are working with influencers in many different ways, including content partnerships, events, product collabora- tions and influencers serving as brand spokespeople," says Frusci. "The oppor- tunities for collaboration are continuing to grow and evolve." For example, New York City-based Birchbox, a monthly beauty subscription box and e-commerce store, put a spotlight on their influencers via the brand's own social media channels. On high-traffic days, such as Mother's Day and during the holidays, the company will partner with influencers to take over their Instagram page to curate sections and lend their voice and personality—gaining views, followers and, potentially, customers. Last year, cult favorite NYX Cosmet- ics took its social influencers offline. The Commerce, California-based makeup brand opened retail locations and integrated social media influencers into the in-store promotions, including having artists demonstrate techniques via video stations near product displays and hosting in-store signings and events. In addition to highlighting partner- ships publicly, some brands are also giving influencers a piece of the profit. Manufacturers are offering influencers "For Benefit, social media is like one big beauty locker room where people get to gab about beauty and give beauty tips and tricks." –Nicole Frusci, Benefit Cosmetics Images courtesy of Benefi t Cosmetics STRAIGHT FROM THE SOURCE For an influencer's take on brand partnerships, check out our Q&A; ith t o stylists from beauty subscription service Ipsy ho are also recognized as beauty gurus in thei n right. Here, they reveal hat they look for from brands and ho they prefer to collaborate. In just two years, Cydnee Black has launched her Signature Cydnee blog and YouTube channel to great heights (think: 400k subscribers and more than 7 million views on her YouTube channel). The Denver native prides herself on offering easy and approachable makeup tutorials infused with advice and her spirited personality. BEAUTY STORE BUSINESS: Ho efer brands to contact you? CYDNEE BLACK: Email. BSB: What types of collaborations have proven most valuable for you? CB: Dedicated reviews, meaning the company is the focus of the video or post. And a mention or shout-out, meaning the influencer includes the company's name and/or products in a video where it's not the focus. BSB: What orks—and hat doesn't— hen partnering ith brands? CB: Being genuine and honest in your beliefs about the companies you work with is best. You want your audience to trust your opinion, so it's important to work with brands that have products you like. Lynette Cenée began her career as a professional makeup artist for editorials, commercials and celebrities. But three years ago, the beauty pro took to social media with her eponymous blog and YouTube channel. Now, Cenée boasts 160,000 subscribers and more than 2 million views of her videos, where she offers tutorials on nail art and makeup looks as well as fashion finds and even a series documenting her wedding plans. BSB: Ho efer brands to contact you? LYNETTE CENÉE: I get inundated with emails, as you can imagine, but I still believe that is the best way. When someone takes the extra effort to tailor their emails/messages to me, specifically, I am more likely to respond. BSB: What types of collaborations have proven most valuable for you? LC: I always lean toward brands that express that they want to create a long-standing partnership, [and who] steer away from a quick, one- off social media post. I believe it's better to have influencers that truly represent a brand's mission or aesthetic at their core. BSB: Influencers can get backlash from foll s for perceived sponsored videos or paid revi s. Ho an brands ith this? LC: Brands should make sure that their requirements are realistic and easy to follow. An example of this would be allowing [influencers] to repeat brand talking points in our own voice. By doing so, we're able to tailor it to our audience, so it feels organic and doesn't come across as commercial or manufactured. CYDNEE BLACK cydneeblack @cydbee @cydbee LYNETTE CENÉE lynettecenee.com @lynettecenee