The power of influencer marketing on the web cannot be over-stated.
Data from MuseFind, an influencer marketing platform, shows 92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.
Influencer clout continues to develop as a viable and trustworthy means to swing the pendulum of buyer behaviour.
While Birchbox, a FemTec Health Company had established a following by offering high-end samples, IPSY understood that its growth trajectory was going to be based on a combination of not only the right subscription business model (which Birchbox had validated early) but the impact of founder Michelle Phan and her engaged following.
Simply put, because of Phan, customers were going to choose IPSY over the alternatives.