Brand influencers draw millennials to Miracle Mile Shops
Three trendy online beauty and lifestyle brands with huge cult followings recently opened at Miracle Mile Shops at Planet Hollywood Resort & Casino in Las Vegas – and their influencer hookups are attracting Millennials to the site.
NYX Cosmetics, Morphe, and Quay Australia rely on paying social media stars to promote their brands, a marketing method AdWeek said was estimated to be worth $2 billion in 2017 en route to $10 billion by 2020.
The three brands named collaborate with influencers Alyssa Edwards (1 million Instagram followers), Nikita Dragun (a beauty “vlogger” with over a million YouTube subscribers); and Jaclyn Hill (a makeup artist with over 5 million followers on both Instagram and YouTube).
“We determined that the brick-and-mortar leasing of influencer-driven brands is an effective tactic to reach new markets and remain on-trend,” said Wendy Albert, senior director of marketing for Miracle Mile Shops. “The majority of our customers are visitors, so we wanted to debut brick-and-mortar locations of e-commerce brands that are popular throughout the globe, yet couldn’t easily be found anywhere else.”
As digital as it all seems, influencers motivate their online fanbase to go out and visit events and grand-openings hosted by beloved brands – especially if the influencer will make an appearance. According to Albert, the NYX and Morphe grand-openings were among the most successful that Miracle Mile Shops has hosted.
“Each grand-opening event has surpassed the stores’ sales and traffic goals for the opening day and have been performing in the top percentage of their chains since they opened,” Albert said. “For instance, our most recent opening, Morphe [opened June 8, 2018], is currently the most frequented store in its channel and is on track to surpass its target goal within its annualized sales plan.”
NYX Cosmetics, Morphe, and Quay Australia rely on paying social media stars to promote their brands, a marketing method AdWeek said was estimated to be worth $2 billion in 2017 en route to $10 billion by 2020.
The three brands named collaborate with influencers Alyssa Edwards (1 million Instagram followers), Nikita Dragun (a beauty “vlogger” with over a million YouTube subscribers); and Jaclyn Hill (a makeup artist with over 5 million followers on both Instagram and YouTube).
“We determined that the brick-and-mortar leasing of influencer-driven brands is an effective tactic to reach new markets and remain on-trend,” said Wendy Albert, senior director of marketing for Miracle Mile Shops. “The majority of our customers are visitors, so we wanted to debut brick-and-mortar locations of e-commerce brands that are popular throughout the globe, yet couldn’t easily be found anywhere else.”
As digital as it all seems, influencers motivate their online fanbase to go out and visit events and grand-openings hosted by beloved brands – especially if the influencer will make an appearance. According to Albert, the NYX and Morphe grand-openings were among the most successful that Miracle Mile Shops has hosted.
“Each grand-opening event has surpassed the stores’ sales and traffic goals for the opening day and have been performing in the top percentage of their chains since they opened,” Albert said. “For instance, our most recent opening, Morphe [opened June 8, 2018], is currently the most frequented store in its channel and is on track to surpass its target goal within its annualized sales plan.”