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Influencers have been featured in Maybelline’s “Bachelorette” ad promoting its foundation

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There has been speculation about more influencers appearing in advertisements. Maybelline made it a reality by featuring two Bachelorette contestants turned influencers in its recent ad about a foundation. Engaged couple Joe Amabile and Serena Pitt featured in the advertisement with Pitt appearing to be filming for an ad and praising the newly launched foundation. It came on TV with the premiere of The Bachelorette, ABC’s reality dating show, enabling the promotion of two things simultaneously. The choice of Pitt pretending to make an ad was to show her in her natural environment. The company also decided to bring back its slogan “Maybe it’s Maybelline” because of its popularity. The ad also got social media coverage with both Pitt and Amabile posting it and promoting Maybelline on their Instagram accounts. The experience encouraged the marketers to use more influencers for TV ads in the future.

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ConsumerGeniuses

Consumer Goods industry will surpass $15T globally by 2025. However the old business model of mass distribution is about to become obsolete. Digital Transformation, Millennials and Gen Z effect, Direct to Consumer and Post-Covid World are going to reshape the winning formula for the new era CG industry. Our weekly newsletter covers global innovations and disruptions in CG industry.

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