When makeup artist Laura Mercier launched her namesake beauty brand in 1996, glossy magazines and department stores sat at the center of beauty influence. Three decades on, the industry has faced a marketing upheaval as social media and online channels take center stage. But the role of social media is far from static. On its 30th anniversary, the Laura Mercier brand is revamping its social media marketing strategy to keep up with the times.
In May, Laura Mercier launched “The Laura Mercier Collective,” a group of tastemakers to act as both internal consultants and external promoters for the brand. The initial group includes author and former InStyle editor-in-chief Laura Brown; celebrity makeup artist Georgie Eisdell; interior designer Brigette Romanek; and beauty editor and podcast host Amy Chang.
In addition to launching the collective, Laura Mercier has flipped its influencer strategy from targeting a handful of mega creators to recruiting an army of micro creators to spread the word.
“We wanted women with some type of organic connection to Laura Mercier, so that they would not only be creating content or be influencers, but [they would also] kind of be women of influence,” said Ginny Wright, global CEO of Orveon, which acquired Laura Mercier from Shiseido in 2021.
