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.”

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