Beauty Heroes: Philips' Ambassadors
Dutch technology company Philips’ latest campaign in collaboration with Elle magazine in the UK taps the influence of global beauty ambassadors in a bid to engage consumers and spark a conversation about beauty routines.
Six beauty influencers are brought together on a global digital hub BeautyHeroes.com to share their beauty routines, tips, and endorse the next generation of innovative beauty regimes – many of which will undoubtedly centre on Philips’ beauty tech tools.
Chosen for their global appeal, Philips’ “beauty heroes” represent its key markets for beauty and widens the site’s consumer reach. For example, South Korean beauty blogger Liah Yoo specialises in the complex, multi-step approach to beauty favoured by Korean women, while Victoria Sekrier from Russia brings modelling and styling expertise into her content offering.
In one post on the site entitled Winter Skin, Sekrier details the products she uses to combat the harsh effects of drying, cold, windy conditions, which include cleansing face oils and the Philips VisaPure Advanced facial cleansing device. Meanwhile, Yoo explores the cross-cultural trends in hair removal, explaining how the Philips Lumea IPL hair removal device is a revelation to Korean women who traditionally shave.
The Beauty Heroes hub will also act as a forum for Philips to test products and gain insight into the beauty habits, thoughts and desires of women around the world.
When marketing in digital spaces, it behoves brands to diversify their messages so they suit a multitude of audiences. Approaches that leverage a spectrum of influencers make it possible for diverse consumers to see a brand as part of their own lifestyle.