About a month ago, Refy launched its latest product, the Skin Base Skin Tint, with a smattering of paid creator posts, as many brands do. But it also did something different: It did not ask to approve the content it paid 12 creators to post. Even as brands have become looser with briefs, understanding that creators know their audiences best, asking for final approval on content remains the norm in influencer marketing. Charlotte Geoghegan, Refy’s head of brand, said the brand had previously considered giving creators full control on prior campaigns. As the team discussed the brand’s skin tint launch, they struggled to nail down a messaging framework for creators, as different team members had different things they liked about the product.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.
