The Anti-Influencer Model

Magnificence e-commerce startup and new JCPenney companion 13 Lune has been promoted on the Instagrams of celebrities similar to actress Constance Zimmer, mannequin Larsen Thompson and influencer Stephanie Shepard, however not as paid influencer promos. 

These are just a few of the members of the e-tailer’s “Vanguard” group, a mixture of celebrities, influencers and different public figures that advocate for the e-tailer on-line freed from cost. Within the magnificence world, this group isn't the one one in every of its form, as a rising variety of new manufacturers together with Humanrace, Keys Soulcare and Ceylon Skincare have created public-facing communities that advocate for them on-line with out compensation. For manufacturers, this natural path to model consciousness affords content material that feels much less like sponcon than that of a conventional pay-for-play influencer deal. 

“13 Lune is all about authenticity and telling an genuine story, and so we needed to faucet into that a part of our ethos and our enterprise from day one, which is assist for a mission-driven enterprise and a first-of-its-kind, really inclusive retail platform. That didn’t really feel like one thing we must always need to pay for,” stated 13 Lune founder and CEO Nyakio Greco. 

Thirteen Lune’s Vanguard consists of Selma Blair, Naomi Watts, make-up artists like Katie Jane Hughes and Monika Blunder, in addition to fashions, tech execs and model founders. The corporate has executed no paid influencer or superstar advertising since launching in December 2020. Whereas a few of 13 Lune’s Vanguard members similar to Watts are traders,

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