Aimee Song of Song of Style has recently inked about half a million-dollar deal with Laura Mercier, as WWD reported, and has signed up to be the beauty brand’s ambassador for a year.
As part of the deal, Song will create content for her blog at songofstyle.com, post Instagram images and attend fashion and beauty events on behalf of the brand. She will also create video content for lauramercier.com and incorporate it onto her own social channels to elicit maximum exposure from her 3.4 million followers.
Song has not confirmed the exact dollar amount, but a source close to the brand confirmed to WWD that the deal is worth more than $500,000. While this isn’t an exclusive partnership, there are a few competing brands that will now be off-limits for Song to collaborate with.
Song has previously worked with a number of reputed brands in the beauty industry, is one of the highest earning bloggers and is represented by influencer management firm Digital Brand Architects.
This collaboration highlights the opportunities in the beauty industry and willingness of brands to collaborate with bloggers and influencers. Laura Mercier has recently jumped on the wagon that already carries brands like L’Oréal, YSL, Dolce & Gabbana fragrances, SK-II, Pantene, TRESemmé, etc.
There is a definite shift in the way brands see web platforms and their influence, channelling substantial budgets to capitalise from it.
Picture courtesy: Wear in Fashion