Tarte’s Dubai influencer trip

First-class flights and private villas are nothing new to the lavish world of beauty influencer marketing.

Transcript

00:00Tarte Cosmetics latest influencer trip to Dubai has people questioning its level of excess,

00:04but we need to talk about how the company justifies these lavish excursions. Tarte

00:08recently flew a group of influencers first class on Emirates to the Four Seasons in Dubai for a

00:13multi-day trip in celebration of their new foundation. But this isn't anything new for

00:16the company. Since 2015, Tarte has sent beauty editors and influencers around the world. Travel

00:21room and board is covered by the company for influencers and a plus one who aren't paid to

00:24attend the trip nor required to post, but many do. Quote, we wanted a way for creators to be able to

00:29interact with our products, our team, and Tarte CEO Maureen in a more meaningful way. Said

00:33Samantha Katain, Tarte CMO. We've always relied on influential people to drive awareness. Some

00:38social media users have estimated the total cost for the Dubai trip, which totaled in the hundreds

00:42of thousands per influencer. However, given the rate many influencers charge for one-off sponsored

00:47posts, brands have found that these trips can often be an equal investment or even cost less.

00:51Tarte has never disclosed if they see a spike in sales based on these trips, but they do stress

00:55the high value of the resulting user-generated content and relationships built.