Origins Taps Micro-Influencers

Origins is going big with small-scale influencers. Today, the Estée Lauder Cos. Inc.-owned brand is launching an influencer-based campaign, #MyPerfectWorld, in tandem with the expansion of its A Perfect World range. But unlike many other beauty brands that partner with mega influencers that have one million followers or more, Origins is looking to micro-influencers. Nine women with varying backgrounds from dancer to data strategist are headlining the campaign. Courtney Scott, Mikaela Kelly and Sunita Ramnarine, who have 22,000, 14,200 and 129,000 Instagram followers, respectively, are just a few of the influencers taking to their social media channels to help Origins launch three new products. A Perfect World SPF 20 Age-Defense Eye Cream with White Tea, A Perfect World SPF 40 Age-Defense Moisturizer with White Tea and A Perfect World Antioxidant Moisturizer with White Tea go on sale in all Origin stores and origins.com today. “There’s a little bit of fatigue,” Trenesa Stanford-Danuser, vice president of global communications and strategic alliances at Origins, said of the “mega-influencers” she keeps seeing over and over. She used adjectives like accessibility, approachability and authenticity to describe the group as being “critically important” to growing Millennial traffic surrounding A Perfect World range, which is targeted to women 24 to 35. These “mega-influencers”

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