Influencer marketing is one of the most dynamic fields in beauty. Increasingly, brands are prioritizing long-term community building over one-off influencer campaigns, working with creators of all sizes rather than just mega-creators with millions of followers. And providing memorable experiences is, in some ways, as important as providing paid opportunities.At Makeup by Mario, senior manager of influencer and communications Marisa Sargenti works to build the brand’s community, select creators that make sense for the brand and balance paid versus organic social media content.
During a live discussion with the new Glossy Campus creator network, Glossy editor-in-chief Jill Manoff spoke to Sargenti about Makeup by Mario’s community-building initiatives, including what it does to allow members of that community to feel close to its star founder, Mario Dedivanovic, and how it’s (slowly) growing its paid social initiatives. This interview has been lightly edited for clarity.
How would you describe the Makeup By Mario community? Who is a part of it?
“It’s such a strong community, and [it’s] inclusive of artists, beauty enthusiasts and content creators at all levels. And when it comes to a strong community, I think it comes down to two things: It’s really authenticity and listening. [Makeup by Mario] was built on real artistry, and we’ve grown by staying close to our community and really listening to what they want. For example, we just relaunched our OG Ethereal Eyes Palette back in March, and there was such demand for it. I think the stat was that about 70% of our Instagram comments were about bringing the Etheral Eyes Palette back, which is so incredible. We saw the demand, and Mario was able to give it back to the consumer, and now it’s back permanently. And it really establishes that trust [our community has in us].”
