In 2013, well before the word “influencer” meant anything in the beauty industry, Shu Uemura worked in close collaboration with Made in to develop and produce an innovative co-creation strategy.
Made in recruited three bloggers and Youtubers who each created two personalized eyeshadow palettes. They then used these palettes to create two distinct signature looks. Finally, they shared their looks with their online communities through a total of 43 posts. The Youtube beauty tutorials alone were viewed over 300 000 times in total.
The bloggers also offered their fans a very special gift: by entering their personal promo code at Shu Uemura’s online checkout, their subscribers received an eyeshadow palette pan in which to put their eyeshadows as well as a luxury cleansing oil. The promo code was both a purchase incentive and a way to calculate the content’s conversion rate.
Made in’s Youtube indexing expertise ensured the campaign’s long-term performance. Teni Panosian’s video, which had accumulated a little over 100 000 views at the end of the campaign, now boasts more than 1,7 million views.
Thanks to this innovative co-creation strategy, Shu Uemura could leverage the unique relationship between beauty bloggers and their communities, paving the way for today’s collaborations between beauty brands and influencers.
