Space NK ditches ‘dated’ celebrity endorsement in favour of influencers

The desire to do something different for its spring campaign inspired beauty retailer Space NK to ditch models in favour of working with six influencers, including beauty editors, bloggers and make-up artists.

Space NK

The ‘Colour’ campaign comprised a group image and six individual shots, a ‘behind the scenes’ video and six online tutorial videos, with the artwork being used for customer magazine Space and other direct marketing. Influencers were paid for their time during the shoot, but not for any sponsored content, so anything posted on social media was authentic.

“Celebrity endorsement feels quite dated these days and doesn’t sit comfortably with our desire to communicate intelligently with
our customer,” says head of visual and store design Paul Wilkins (right). “Instead, we wanted to work with women who would resonate with our customer, focusing our selection process on women who inspire with their knowledge of the beauty industry.”

Although Space NK intends to continue working with influencers, Wilkins believes user-generated content will grow in importance as consumers’ understanding of how brands and products are marketed increases in line with their ability to influence through social media.

“User-generated content is inevitably going to develop as the location of choice for anyone seeking unbiased advice in making informed purchase decisions.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here