Oral care brands have joined beauty and fashion brands to successfully use influencer marketing to brighten up the red carpet and their discovery-to-purchase pipelines. Leading CPG brands like Crest and Colgate have gone well beyond the basic, moving from simple toiletry products to become personal glamour essentials.
In “How Crest Shares the Shine,” L2 reports on personal care influencers, saying, “Crest and Colgate partner with influencers who already work with fashion and beauty brands, asking them to promote a dazzling smile as a staple of their outfits or grooming regimens.”
Live from the red carpet, oral care brands are getting tagged along with jewelry, dress, and shoes designers.
From award shows to film festivals, Crest, and notably Crest White Strips, are now a red-carpet essential.
In 2017, Colgate-Palmolive joined the bright lights and introduced its Colgate Optic White line with professional makeup artist, Mario Dedivanovic. His clients include A-list faces Kim Kardashian, Chrissy Teigen, Chanel Iman, and Naomie Harris.
Dedivanovic offered advice on achieving the best makeup looks from the red carpet at home, during his debut Instagram Live for the Academy Awards. "Ninety-five percent of the time when I'm doing a client's lip, I have them brush their teeth first,” he told Allure magazine, “I always have [Colgate] Optic White in my kit in case someone needs it.”
The @OpticWhite promotions also lit up the Latin Grammys with Clarissa Molina and more stars last fall. However, since then, the Instagram posts have dwindled, failing to produce the consistent activity required to build trust and loyalty that leads to brand discovery and ultimately purchase.
As Jonathan Gardner, ShareIQ’s vp of marketing, recently shared with Glossy, successful campaigns include “three key factors: smart content distribution, working with brand partners and influencers that resonate most with consumers, and establishing a consistent aesthetic tone.”
Crest continues to sparkle, most recently going Instagram Live at the “Wonder” movie premiere. “Smiles are a simple, universal way to spread kindness” says R.J. Palacio, the author of the book “Wonder.”
Is your brand’s influencer marketing strategy red-carpet ready?