How a haircare brand leverages influencer content to reach a diverse audience.
Phyto, a botanical hair care brand and part of French-based cosmetics company, Ales Group, was introduced in the US 30 years ago. Phyto is sold primarily online through their own ecommerce site as well as on Amazon, Revolve, and Dermstore. It’s also available in brick-and-mortar retailers such as Ulta, Blue Mercury, Nordstrom, and select salons.
As a French-based brand that’s been around for decades, Phyto typically attracts women aged 35-55 with disposable income. In an effort to reach a broader audience in the US, the brand recently revealed new, more modern packaging and price cuts, which make the products more accessible.
The market for hair care is highly saturated. In order to compete, Phyto knew it had to stand out by sharing an authentic and compelling brand story that resonated with US consumers. With this goal in mind, Isabella Cortez, Digital Marketing Associate, focuses on social media and influencer marketing to spread brand awareness and acquire new customers.
The US Phyto team receives content from their headquarters, however, content provided by the France-based headquarters was not always aligned with the interests of the US audience nor was it enough to fuel their various channels.
In an effort to keep up with the demand of US consumers, the team wanted to scale an influencer marketing in-house. However, without the proper tools, influencer marketing was a time-intensive process. Between finding and contacting influencers with a specific aesthetic through email and Instagram DMs, and involving lawyers to draft contracts, the collaboration process was taking up too much valuable time. That is when AspireIQ came in as a streamlined solution.
Since working with AspireIQ, the team has sourced more than 600 pieces of on-brand content that they have repurposed on their website, product pages, owned social channels, email newsletters, Amazon storefront, and more. Influencer content currently makes up over 50% of their entire content archive because it is faster to create and much more flexible. Through influencers, the team can source the exact piece of content they need to promote a specific product to a targeted audience on a specific channel.
Isabella works with diverse influencers who can talk about how Phyto has helped them on their journey to healthy, beautiful hair. For example, the team partners with young moms going through postpartum hair thinning, or women with dry, curly hair talk to share how Phyto has brought their hair back to life. Unlike content shot in a studio, influencer content provides consumers with social proof because it comes from real people and resonates with those who share similar experiences.