Hypetap CEO Detch Singh
L’Oréal Australia has become the first FMCG beauty brand to join the Australian Influencer Marketing Council (AiMCO).
The beauty group’s director of customer experience Emma Williamson and corporate legal counsel Jenna Adamson will represent the brand at AiMCO which works to improve best practices in the influencer marketing sector.
L’Oréal Australia invests significantly in the influencer marketing space and has its own global Influencer Charter already established.
“Influencer marketing is here to stay. We recognise it is a critical lever in how to engage new audiences, reconnect with our existing consumers and tap into forms of content that drives consumer trial and purchase,” Williamson says.
“As an ever-present component in our media mix, it’s crucial that we get influencer marketing right. Consumers are savvy and if we want them to trust our brands, we need to ensure that the Influencers we work with share our values and are authentic & transparent.”
AiMCO was launched in late 2019 and now has more than 40 corporate members. The group was established following years of criticism of the influencer marketing space for issues including lack of transparency.
“We’re excited to welcome L’Oréal Australia as the first of many brands to be joining AiMCO as a member,” says AiMCO chair and Hypetap CEO Detch Singh.
“Influencer marketing is core to the media mix and it’s natural for leading and innovative brands such as L’Oréal Australia to want to play a role in shaping its future.
“The newly formed AiMCO Marketer Advisory council will be essential in ensuring we are addressing the needs of brand marketers with our initiatives moving forward.”
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