Buxom Cosmetics Embarks on Influencer Strategy Fronted by Bella Thorne

A band of babes is leading Buxom Cosmetic’s new influencer strategy. Under the newly formed Shiseido Global Makeup Center of Excellence, led by president Jill Scalamandre, Buxom is launching its #BandofBabes, a multitiered influencer strategy fronted by actress Bella Thorne, who’s known at the brand as “queen babe.” “We looked at 2017 as what we like to call the year to plump up the volume on Buxom,” said Serena Giovi, global senior vice president of Buxom at Shiseido Americas Corp., alluding to the brand’s cult favorite plumping products. “We know there is a ton of opportunity to really drive the awareness of the brand and really increase the size of our consumer base, so influencers are an important strategy for us.” Under the Bare Escentuals family, Scalamandre brought the brand over to the Center of Excellence to fuel growth and maximize innovation. Through working with the incubator, the brand developed the new influencer strategy to increase customer engagement and to carve a space in the beauty market as a feminine, sexy brand. Building off the brand’s “big, bold and sexy” ethos, the campaign shows an energetic squad of girls, led by Thorne, ready for a fun night out. The products are used to bring out the

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