Laura Mercier replaces mega-influencer bets with tastemaker consultants
Glossy reports that Laura Mercier is changing its social strategy for the brand's 30th anniversary. The brand launched The Laura Mercier Collective in May with tastemakers such as Laura Brown, Georgie Eisdell, Brigette Romanek, and Amy Chang. The group acts as both internal consultants and external promoters. Laura Mercier is also shifting away from a small group of mega creators toward more micro creators with organic ties to the brand. Global CEO Ginny Wright said the goal is to work with women of influence rather than only people who create posts.
THE BREAKDOWN
Beauty creators should charge more when the brand wants advisory value, not just content. Consulting calls, product feedback, trend reads, event attendance, and internal strategy work all need separate line items. Agents should define whether the creator's advice can be used in product claims, retail pitches, or paid media. Brands can get better trust from tastemaker programs, but they should not hide consulting inside an influencer fee. Micro creators should ask for usage, sampling costs, and exclusivity terms even when the pitch sounds community-led.
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