Today, it is essential for a brand to integrate a quality ambassador program at the heart of its marketing strategy. This type of approach offers many advantages, such as improving brand image, developing a proprietary community (without going through an intermediary like influencer agencies), increasing the conversion rate of sales on the website, and enhancing customer loyalty.
Focus on a top 6 of successful ambassador programs in the beauty sector, a booming market, in France and internationally. Glossier, Respire, 900.care, Jurlique, and Plisson are brands already very present on social networks, and which have managed to develop notably thanks to an engaged community of ambassadors ready to speak up to praise their merits. Let’s decode this community engagement strategy.
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Respire, an Engaged Fanbase and Athlete Ambassadors
Respire, a young brand founded by Justine Hutteau in August 2018, almost needs no introduction! Already very present on Instagram, the young entrepreneur shared her daily life as an athlete and lifestyle content. At the launch of her brand, she was naturally supported by her community. The brand positions itself as environmentally friendly and attentive to its consumers, and adopts an eco-responsible approach with 100% vegan, healthy, and effective products. Its formulas are composed of more than 90% “ingredients of” natural origin.
With 215,000 followers on Instagram today, the Respire brand manages to engage its community through an active Instagram account and a quality ambassador program, embodied by “the Respire Hive”. From the beginning of the adventure, community members were involved in the development of Respire products, particularly deodorants: formulation tests and concept tests of the first finished products, choice of packaging and fragrances, etc. They share their desires and needs, give their opinion: everything is done to engage and develop the community, while allowing product improvement to meet consumer expectations.
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To embody its promise “Your body is magic”, the brand also relies on athletes to represent it in a program called Respire Club. A large community of ambassadors composed of sports personalities, amateurs, influencers and high-level professionals such as surfer Johanne Defay who share Respire’s positive values, or Olympic champion Laure Manaudou, who promoted the brand from the crowdfunding campaign on Ulule. The brand also announced on its Instagram account two other collaborations: gymnast Samir Aït Saïd, and the Mawem brothers, in the French climbing team. Through the practice of their passion or profession, Respire ambassadors take care of their bodies with the brand’s healthy and effective products. Moreover, for each new arrival, the brand doesn’t hesitate to dedicate an Instagram post and a full article on the blog section of its website.
To go further, the brand doesn’t hesitate to launch challenges that are both sporty and quirky on its Instagram account to entertain its community and improve its relationship with customers. For example, for its organic nourishing dry oil, Respire tested its product by proposing a challenge titled “apply makeup or get dressed after applying our oil”. This challenge allowed them to both promote their oil and engage their community and brand ambassadors in a fun way. Brand ambassadors and testers send their content to the brand, which then publishes it via their social networks. Videos of testers’ reviews about the brand and products are also highlighted in “featured” stories on the Instagram account. User Generated Content (UGC) is thus at the heart of the brand’s community strategy. They contribute to word-of-mouth marketing around the brand. And when we know that the most viewed UGC is in the beauty sector, it’s clear that this is a parameter that can no longer be ignored!
Glossier: Ambassadors at the Heart of the Brand
Glossier is a cosmetic brand founded in 2014 by famous influencer Emily Weiss. It’s a brand that aims to be collaborative and attentive to its customers. Through social platforms and its blog, Glossier gathers customer feedback on its products, with the aim of continuously improving them.
The company boasts a loyal and engaged community, and runs an effective ambassador program. The brand collaborates with numerous ambassadors with varied audiences, and doesn’t hesitate to share videos and photos of its collaborations. We find @textbookbeauty, an influencer with over 6,000 Instagram followers, alongside the famous model @dajanarads and her 97,000 followers, making the brand both accessible and desirable. Among the content, there are short videos with music, aimed at promoting several possible beauty routines with Glossier products. They generate a lot of interaction on the Instagram account and help maintain a high conversion rate on sales. On each product page of the website, videos show the use of the product by users with varied skin tones, further proof of Glossier’s interest in inclusivity.
On the Glossier website, an entire page is dedicated to testers and brand ambassadors, via an affiliate program, allowing participants to receive a percentage on sales they generate through their shares.
900.care: The Brand That Focuses on Co-creation
900.care is a French brand that offers bathroom products with an eco-responsible approach, from shower gel to shampoo and even deodorant! This brand has only one philosophy, to make its customers love ecology and offer them 100% recyclable products without plastics, refillable, and composed of 95% natural materials without controversial ingredients.
One of the pillars of 900.care: its brand ambassadors. The brand bases everything on co-creation, thanks to feedback from more than 10,000 testers and influencers who collaborate with them. This program has allowed them to collect over 30,000 product reviews to fuel hundreds of iterations on formulas. They notably collaborated with the famous beauty influencer EnjoyPhoenix. On the 900.care website, the key slogan is “you + me + them + all those who want”: a clear message that aims to consider testers, influencers, ambassadors and invite them to collaborate and co-create the products of tomorrow with the brand. This approach demonstrates an engaged brand that wants to be close to its community.
This co-creation based strategy allows 900.care to have an engaged community and quality testers to talk about the brand in the most authentic way possible. On Instagram, 900.care doesn’t hesitate to highlight the opinions of its community and brand ambassadors in a featured story dedicated to them, titled “900 family”.
Very active on social networks, not hesitating to use humor in all its posts, 900.care relies on a proximity strategy, which helps to engage its community and encourage them to join its Ambassador Program.
Jurlique, the Pioneer Brand of Conscious and Holistic Beauty
The Jurlique brand, created over 35 years ago, aims to offer high-performance skincare products that are as natural as possible. How? By using plants cultivated according to biodynamic agriculture principles on Adelaide’s lands, with sustainable harvesting, maximum reduction of carbon emissions and water consumption, a local supply chain, sustainable and responsible palm oil, massive tree planting on the Jurlique farm for koala protection, maximum recyclable and/or reusable packaging… and more.
Its objectives? To make natural cosmetics accessible to all, to sell effective and pleasant-to-use products, formulated with powerful ingredients and produced sustainably.
The brand has an Ambassador Program set up with Trustt, which allows members of its community to be true spokespersons for Jurlique products, whether they are best-sellers or new launches. Jurlique puts ambassadors and influencers who are community members at the heart of its marketing strategy in the English market. A great way to reveal the brand’s full potential while benefiting from impactful UGC (text reviews on product pages, TikTok videos, Instagram posts, etc.).
With Trustt, the Jurlique brand has thus highlighted its Ambassador Program on a dedicated page of its UK website, allowing it to recruit ambassadors and influencers to promote the brand. But that’s not all: thanks to the applications received, Jurlique gathers consumer insights to better understand customer expectations and needs, while collecting thousands of new opt-ins.
The product missions addressed to selected candidates (also called product campaigns) allow it to benefit from hundreds of authentic UGC: detailed reviews, Instagram posts and reels, TikTok videos… These contents are all resources to feed product pages, Instagram account and newsletters, as well as communication and sales materials.
Its objectives are clear: improve consumer experience, prove product effectiveness through usage tests sent from the Trustt software, and develop products in line with the expectations of its community.
The Jurlique brand doesn’t hesitate to repost photos and videos created by its ambassadors and content creators to highlight them, while showcasing the tested products (and approved!)
It also publishes reviews collected by ambassador “testers” to engage its community and encourage them to give their opinion on new products. A majority of the highlighted stories on Instagram is thus dedicated to showcasing its brand ambassadors and testers. The Trustt tool thus helps Jurlique with different aspects of its community strategy internationally.
Results in less than 8 months 🚀
- Over 3500 new qualified opt-ins from applications to the Ambassador Program
- Over 5000 respondents to application forms, allowing the brand to obtain valuable quantitative data and refine its marketing claims, while adjusting future formulations
- More than 20 ambassador product campaigns launched with nearly 600 engaged consumers, half of whom are influencers with an audience aligned with acquisition targets
- Nearly 500 detailed reviews to enrich product pages on the Jurlique site and reseller sites: a notable improvement in conversion rates thanks to this unequivocal customer reassurance!
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Plisson: A Targeted Ambassador Program for Men
Plisson is a brand created in 1808: it was the first shaving brush manufacturer in the world, offering shaving sets from its inception. Today, Plisson is a family business that continues to innovate in the world of men’s cosmetics and offers a complete range of shaving products (razors, shaving brushes with natural or synthetic fibers), cosmetics, hair, beard, and mustache brushes. Their approach? Developing natural, responsible products, and of course made in France with unique expertise. The brand now has more than 600 products, including about fifteen cosmetics with a 95% natural formula. Plisson shaving products are handmade using traditional artisanal techniques.
Its goal? To offer accessories of the highest quality that integrate into men’s shaving rituals… and to make the voice of its ambassadors heard!
Plisson caters to a clientele of modern men between 30 and 55 years old who enjoy taking care of their skin with premium products, as well as their beard with shaving care products. The secondary target remains women who wish to please their partners by offering them Plisson products…
Plisson has chosen to use the Trustt solution to set up an ambassador program, and put community engagement at the heart of its strategy. The objective was to successfully target its audience precisely, enhance its brand image, gain visibility on social networks and ultimately, increase product sales.
The brand was able to launch several product missions (or campaigns) targeting highly targeted ambassadors and content creator influencers. These campaigns helped build loyalty among ambassadors and obtain authentic and qualitative reviews, while strengthening its online reputation. The selected candidates are indeed tasked with providing a detailed review of the tested product(s), as well as producing content on social networks.
On its Instagram account, the brand has set up a featured story dedicated to recruiting ambassadors, called “test-us”, indicating the steps to follow to join the program. It has also set up a story dedicated to reposting the best content from ambassadors, which helps inspire other content creators and also showcases their authentic reviews.
In less than a year of using the Trustt tool, Plisson has been able to collect more than 1500 authentic reviews on its website’s product pages, and more than 1400 social media posts. Not to mention the approximately 1700 ambassadors (more than half of whom are recognized influencers).
Nature Cos: An Ambassador Program and Organic Products
Born in 2002 in the Drôme region of southern France, Nature Cos is the result of Cédric Ferréol and his partner’s dream to create a range of organic makeup. Their approach: to produce products using natural ingredients that are effective and good for the skin, and whose production respects the environment.
At the very beginning of the 2000s, organic “was only” in its infancy. But Nature Cos now has six organic cosmetic brands: Couleur Caramel, Miss W Pro, Green Skincare, Tan Organic, Les Senteurs Gourmandes, and Too fruit. A complete range dedicated to all women who wish to wear natural makeup and take care of their skin responsibly.
Nature Cos products are now distributed in more than 1600 physical retail outlets and on reseller websites such as Mademoiselle Bio or Greenweez.
Its main challenges? To benefit from a powerful review module allowing consumers to leave complete and detailed feedback, but also to collect reviews in bulk, in order to establish the reputation of the different brands and ensure the success of product launches. And all this, thanks to an engaging Ambassador Program!
The activation of an Ambassador Program with the Trustt tool aims to strengthen its Customer Centric image, but also to further build loyalty among Nature Cos customers and recruit the best influencers and consumers, novices or experts, who were not yet familiar with these products.
Thus, the Trustt solution allows for easy implementation of an Ambassador Program, in order to sustainably engage its community, benefit from authentic reviews from testers and influencers, and impactful UGC on social networks. In addition to this reassuring content, the missions addressed to volunteer ambassadors allow for the collection of valuable consumer data! Consumption habits, expectations and needs regarding beauty products, selection criteria before purchase… all the information necessary for brands’ marketing strategy is automatically fed back into the tool.
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An Ambassador Program is a marketing strategy that allows a brand to engage influential and passionate consumers to represent and promote its products or services. Brand ambassadors are often loyal customers or influential personalities in a specific field (such as influencers, for example). They share their positive experience with the brand, create content, recommend products, and don’t hesitate to interact with the online community. The Ambassador Program aims to establish an authentic relationship with consumers and generate increased trust in the brand.
To engage a cosmetic brand community, it is essential to succeed in creating a relationship of trust with consumers. To do this, the brand can start by ensuring that it produces quality and informative content about its products, as well as about the latest beauty trends. Brands can also encourage consumer participation by organizing contests, events, or offering exclusive benefits to community members. Regular communication on social networks, blogs, and newsletters helps maintain an open and continuous dialogue with the community, while ensuring that needs and concerns are addressed.
Recruiting ambassadors “for a beauty brand can be done in several ways. Brands can identify influencers and industry experts who share the same values and approach as the brand. It is important that the recruited individuals already have an engaged community, but also a certain credibility in the beauty sector. Brands can also approach their most loyal customers to elevate them to the rank of” ambassadors. The key? Finding people who are passionate about the brand, who have a natural affinity with the products, and who can represent them authentically.
