To receive the Glossy Pop newsletter in your inbox every Friday, click here. Since August, Cocokind has been employing a strategy reflective of a wider industry shift: It has been sending PR mailers to its most engaged fans, rather than top-tier influencers. Each month, it sends a mailer with products to 100 people who have scored 100% on the brand’s “skuiz,” or skin-care quiz. Winners are selected via a lottery. These brand loyalists are not traditional influencers, though some may be aspiring creators. And while they may only have 200-300 followers, some post about beauty daily, said Priscilla Tsai, founder and CEO of Cocokind. What’s more, these are people who can answer a question as specific as, “How much more expensive is the raw material used to make Cocokind’s Advanced Retinol versus its Beginner Retinol?” Tsai said. All of the answers, she mentioned, were previously shared on a Cocokind social channel or on her podcast, Off Brand by Cocokind.Continue reading this article on glossy.co. Sign up for Glossy newsletters to get the latest on the business of beauty, fashion and pop culture.
