Perfume influencers
- Thread starter Powerdat
- Start date
We have run quite a few influencer campaigns for our clients, so hopefully, I can add some insights.
We tend to split campaigns into 3 stages;
1. Research
2. Outreach
3. Agreement
It sounds as though you are at the Outreach stage. It will be time consuming, and often frustrating. the way we approach it is to firstly set a budget. How much money are we willing to pay the influencer for their time/posts. Once you have a budget in mind, you can start to build a list of realistic targets. i.e if you are working with a micro-budget, you need to be targeting micro-influencers. Likewise, if your budget is in the 10s of thousands £, you can start to target influencers who have followers in the millions.
Once you have a list of suitable and relevant influencers, it's about undertaking some validation to reduce the list down. You don't want to be working with accounts that are high on followers but don't have engagement that stacks up.
Once you have a sanitised list of influencers, it is about pitching your products and offering to them. We tend to do this via our agency account to their most prominent social channel. But keep in mind, often influencers of significant volume won't check their inbox daily.
When pitching to them, make it clear what the incentive is for them (without stating figures at this stage), and roughly what you were looking for from them...and why. You are selling perfume, so your probably going to want to reach out to fashion influencers. Take time to research their content, and the kind of things they post, and pitch your proposal to them aligned to this. Its going to make a huge difference if the influencer feels you have taken the time to understand their content strategy.
Once you get some interaction going, it's about finalising an agreement. We do this in a formal contract. It states very clearly what the expectations are from them, along with delivery dates.
A few notes from experience;
Even with all the above taken into account, don't expect a high % reply rate.
Because you are selling a low ticket value item, you are more than likely going to need to have a significant cash incentive. Gone are the days when an influencer will publish content purely in exchange for a free product. There are exceptions, for example, if you are offering a holiday, or a product of significant value.
And finally, before you start, set out your goals. Is this about brand awareness or is it about generating direct sales? Think about how you will track the performance against your goals.
Hope that helps.
We tend to split campaigns into 3 stages;
1. Research
2. Outreach
3. Agreement
It sounds as though you are at the Outreach stage. It will be time consuming, and often frustrating. the way we approach it is to firstly set a budget. How much money are we willing to pay the influencer for their time/posts. Once you have a budget in mind, you can start to build a list of realistic targets. i.e if you are working with a micro-budget, you need to be targeting micro-influencers. Likewise, if your budget is in the 10s of thousands £, you can start to target influencers who have followers in the millions.
Once you have a list of suitable and relevant influencers, it's about undertaking some validation to reduce the list down. You don't want to be working with accounts that are high on followers but don't have engagement that stacks up.
Once you have a sanitised list of influencers, it is about pitching your products and offering to them. We tend to do this via our agency account to their most prominent social channel. But keep in mind, often influencers of significant volume won't check their inbox daily.
When pitching to them, make it clear what the incentive is for them (without stating figures at this stage), and roughly what you were looking for from them...and why. You are selling perfume, so your probably going to want to reach out to fashion influencers. Take time to research their content, and the kind of things they post, and pitch your proposal to them aligned to this. Its going to make a huge difference if the influencer feels you have taken the time to understand their content strategy.
Once you get some interaction going, it's about finalising an agreement. We do this in a formal contract. It states very clearly what the expectations are from them, along with delivery dates.
A few notes from experience;
Even with all the above taken into account, don't expect a high % reply rate.
Because you are selling a low ticket value item, you are more than likely going to need to have a significant cash incentive. Gone are the days when an influencer will publish content purely in exchange for a free product. There are exceptions, for example, if you are offering a holiday, or a product of significant value.
And finally, before you start, set out your goals. Is this about brand awareness or is it about generating direct sales? Think about how you will track the performance against your goals.
Hope that helps.
Upvote
0
It's not that unusual for pretty much anything from food, clothing even insurance and such likes. My daughter has quite a horsey following on Instagram and gets clothing and horse tack sent to her to try/wear/comment on when she's competing or training. Much to my dismay though she doesn't charge (yet - Dad still working on that with her).
Although I would agree with something like perfume I would want to smell it before giving it to my wife. To be honest actually I just work from an approved list of purchases my wife supplies me ?
Upvote
0
I don’t know if it’s allowed to mention influencers names here, but I know of one perfume Influencer who posts for various perfume brands in exchange for a free perfume bottle and depending on whether she posts a photo or a video, she charges £100-200. You can message me if you want details.
Upvote
0
I'd welcome your view regarding a somewhat different chicken or egg situation!
I have amongst my contacts a well known global 'face',....... think modelling, magazines, with a stint dating 'A list' Hollywood stars! Another who made it to the top 50 of GQ magazines best dressed male a couple of years back, a third who is huge in reality TV and several others who have a strong following within their own niche. I've also spoken to a designer and fashion marketing specialist who's garments sell in high end boutiques across Europe - 'Harrods' etc., who said they would help with advice etc.,
I bought a well known (in the 50's-60's) *brand name with the intention of printing on T-shirts for sports and fashion wear and have done nothing with it, this despite contact number one on the above list saying he'd wear anything I produced and the others more than worthy of an approach. (They owe me ? )
I haven't had the time or knowledge to take advantage of these opportunities but am I closer to success because of these contacts? Am I stupid not to try? Could someone else take this on?
* the brand design stands up very well on it's own, looks good, has a back story etc.,
Upvote
0
Your friend should of just rang a local rag who specialise in z list gossip and told them whoever was, was currently in the restaurant if they wanted to send a pap down. Restaurant mentioned in the published article - all free
Upvote
0
Latest Articles
-
The Most Dangerous Moment in Business Is When Everything Is Going WellThey Saw It Coming. They Did Nothing. The Lessons Every Business Owner...
- Ozzy
- Updated:
-
AI and Your Business: Useful Tool, Not a Magic WandThere is no shortage of noise around artificial intelligence right now...
- Ozzy
- Updated:
-
Companies House WebFiling security incident: what happened, what to check, and what to do nextCompanies House has confirmed that its WebFiling service suffered a...
- Ozzy
- Updated:
-
Spring Budget 2026: A Quiet Update for UK BusinessesChancellor Rachel Reeves delivered the UK’s Spring Statement on 3 March...
- Ozzy
- Updated:
-
Practical Ways to Make Your Small Business More Resilient (Especially When the Unexpected Happens)Running a business means juggling plenty of things you can plan for and...- UKBF Editor
- Updated:
