Seen Group has launched its micro-influencer network, Community x Seen, in the United States after a successful launch in the United Kingdom.
Community x Seen is said to connect beauty fans with major beauty brands they otherwise wouldn’t be able to reach.
For brands, Community x Seen is a tool to stay ahead of emerging trends, offering the opportunity to connect directly with beauty enthusiasts not only to inspire content creation but also to glean first-hand insights from the beauty audience.
Community x Seen launched in the United Kingdom one year ago. The engagement levels and both brand's and consumer's demand convinced the company that the concept was now ready to launch in the United States.
With access to Community x Seen, brands can access consumer data and insights, which can be incorporated into their wider marketing strategies and support higher ROIs.
To be part of the community, members must be beauty enthusiasts that produce high-quality content with a unique point of view. Brands can then draw upon these unique skill sets and perspectives for creative campaigns.
Members of the community are segmented into categories based on their interests, platform, location, age and more, which allows brands to be highly targeted when seeking out influencers to work with, ensuring a good fit for the brand’s audience.
Commenting on the U.S. launch, Natasha Hulme, global strategy director for Seen Group, said: “The face of beauty is changing and rightly becoming increasingly diverse and inclusive. There is a new type of beauty micro-influencer who fans recognize as ‘being like me’ which gives them an authenticity and trusted expert status that may not automatically follow from other influencers with huge followings. We created Community x Seen to provide a platform for real, representative points of view from people that know what it’s like to have to go to the drugstore to stock up or have to ‘put on their face’ while their loved ones or housemates are hammering on the bathroom door. In return, major beauty brands get to talk directly with real beauty fans from all walks of life and stay ahead of new trends in the market while building a grassroots army of advocates who are genuinely choosing to use their products.”