Beauty & Fashion Blogger Aimee Song Signs With Laura Mercier
Los Angeles-based beauty and fashion blogger Aimee Song of SongOfStyle.com just inked a deal with Laura Mercier to be the brand’s ambassador and its first digital influencer. The deal is believed to be one of the largest to date between a beauty brand and a blogger. A source close to the brand confirmed that the deal is worth more than $500,000.
“It’s the biggest deal ever — and it’s not just [the money]. It’s the deepest relationship I’ve ever had with a brand. Even though I continue to work with [many] of the same brands — it’s never been, ‘I’ll work with you for a year.’ That’s never happened to me,” Song told WWD.
According to WWD, “The yearlong partnership has her creating content for her blog at songofstyle.com, posting Instagram images and making appearances at fashion and beauty events on behalf of the brand. She’ll also create video content for lauramercier.com and incorporate it onto her own social channels to elicit maximum engagement from her 3.4 million Instagram followers.”
In the past Song has worked with SK-II and Dolce & Gabbana. While working with Laura Mercier, Song will have a lot of creative control and plans to keep her content “as organic as possible.” She used Laura Mercier long before the deal and will continue to use the other beauty brands that are part of her daily routine.
“There are very few brands that I just can’t work with,” Song said of the terms of her agreement.
“She’s not exclusive [to us]. We want her to be able to work with other brands,” said Nancy Bernardini, general manager and chief executive officer of Gurwitch Products, parent company of Laura Mercier, calling Song a “great example” of the Laura Mercier consumer. “We want it to be organic as well — and one of the reasons we chose her was because we knew she organically uses the brand already and is a brand loyalist.”
“Song can create content that features other beauty brands and is allowed to contractually work with other brands during the course of the yearlong partnership, with the exception of a handful of competitive names.”
“There is the most opportunity in beauty, and even if you pore through the pages of a magazine you see a large percentage of ads being beauty,” said Karen Robinovitz, cofounder of influencer management firm Digital Brand Architects, which represents Song, Chriselle Lim of The Chriselle Factor, Rachel Parcell of Pink Peonies and Julia Engel of Gal Meets Glam.
“When you look at digital advertising, you’ll definitely see more beauty [ads] than you do fashion. The beauty brands really like to speak to the fashion influencer because they are creating such a high level of editorial content and really motivating their audience to follow everything they do” said Robinovitz.
Photos Credit: Aimee Song’s Instagram