Talking community at SXSW

DCX’s Amy Cotteleer and Mara McCune from e.l.f. discussed the development of the cosmetic company’s lauded micro-influencer program, Beautyscape.

Their SXSW panel “Enthusiasm vs. Influence: The Power of Community” stressed that the true success of the program was its genuine commitment to the Beautyscape community over the long haul, or as Amy said: “It’s not just an influencer strategy. It’s about more than likes. It’s how do we help set trends and be on trend? We are creating a community and building each other up. We are a brand that is open and we are democratizing beauty by making it accessible.” 

For those interested in learning more, Marketing Dive did a wonderful piece that you can read here.