August 10, 2022 0 comments

Influence through an ethical and sustainable lens

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This year, and for the first time since 2004, Peau-Ethique decided to enter the world of influencers. We chose an influence that shares our values. No big names, just shared ideas.

This year, we tried to attract new customers. We started this acquisition with Facebook ads and continued with influencer marketing.

The one thing I'm sure of this year is that we have a loyal customer base! As you know, you don't buy cotton lingerie every month! We need to broaden our scope. We thoroughly worked on our personas to better target our offer (I sound like a marketer!).

Discover Peau-Ethique products!

Why use influencers?

Good question. The first reason is: VISIBILITY.

Today, to exist online, a brand must be seen, shared... And I can't ask you to share our products on social media. Personally, I would never do it for the brands I wear. I already ask for Google reviews, I can't overdo it!

We need to be seen by communities other than our own, and influencers are an important step. In terms of ROI (return on investment - my marketer talk again), the returns are low. I keep coming back to what I've thought from the beginning: our customers are not on Instagram.

Why do we do it? I ask myself this question every time I launch a partnership. I think it's like an advertisement in a paper magazine. We have to exist. I love brands that manage to thrive today without advertising.

Beware of drifts

Here comes what I find to be the most complicated aspect of influencer marketing. Those who act as clothes hangers with no ecological conscience. Fast fashion hauls without batting an eye. Promoting brands that, for example, participate in forced labor of Uighurs. Or who are constantly on vacation at the other end of the world. We, on the other hand, have to turn off our Wi-Fi...

Our goal for years has been not to encourage overconsumption. By partnering with influencers, we also participate in this approach. Perhaps a need will be created to buy our organic lingerie!

I am trying to be as transparent as possible here about how we communicate and produce. I've gotten into the rhythm of tackling one behind-the-scenes topic per month! Next month, it will be the flip side of producing our new organic tights!