How to get the brand ambassador of your wildest dreams
Here's why Reese Witherspoon reached out to Biossance—and what your brand can do to replicate this kind of magical magnetism
Influencers…. amiright? It’s the word everyone loves to hate on these days.
When I hear the word “influencer,” I think of perfectly poised Instagram shots of unattainably ideal plating or of girls smiling in front of hot pink walls with cups of boba tea.
Now, I realize that my millennial is showing with this impression—and that the GenZ and Gen Whatever-Is-Next “influencers” are much more real and candid in their content.
My impression of influencers is colored by a trip I took to Sri Lanka a few years ago. It was an all-ladies Photography & Social Media Expedition run by one of my dearest friends (who is known as the Indiana Jones of adventure travel photography), in conjunction with a very well-known travel influencer.
On one of the first days of the trip, we set out to climb Sigiriya, the Lion Fortress of Sri Lanka. It was a 1,200 step hike to the top—where we were greeted by sweeping views and ancient ruins.
The location had been chosen specifically by the travel influencer—a tiny brunette with big doe eyes. About 90% of the way up to the top, we reached a large platform area that used to be the grand entrance to the temple. Two giant lion’s paws remain there flanking the steps.
When we got to these steps, Doe Eyes stopped suddenly and seemed upset.
“I’m not going to be able to get the shot I want without a drone,” she said, pointing her big doe eyes to the top of the peak.
“Ah, that’s a shame. We’re sorry, ” we said. “Let’s keep climbing!”
“No,” said Doe Eyes. “I’m staying here.”
“But we’re almost to the top—it’s supposed to be amazing! There’s a reason the locals call it the 8th Wonder of the World. You can take a different photo once we’re there.”
“No,” said Doe Eyes. “I know what my followers want. And they want that shot.”
So, we left Doe Eyes there—sitting on a lion’s claw alone, taking halfhearted selfies… just ten minutes from one of the most amazing views in the world.
The Insta influencers on the trip were lovely girls. They were building their own businesses—selling a vision of life that they consciously curated, much like a magazine. And they were working constantly (those perfect photos take a LOT of tries to get right).
But, getting the perfect shots also meant that they missed out on many things on the trip—often trading authentic experiences for staged ones. This is why when I hear the world “influencer” or today’s loftier term “brand ambassador,” I react with a mix of skepticism and a touch of sadness.
Throughout my career, I’ve seen the brands that I work with have varied results with influencers and marketing. And I’ve been in many rooms where we’ve sat around a table brainstorming who would be best to represent the brand.
These kinds of conversations usually start at the top—throwing out the names of super well known celebrities who would be the dream to work with. Let’s get Taylor Swift! What about Beyonce? How about Zoe Kravitz?
But of course, these people are (1) hard to reach (2) difficult to woo and (3) impossibly expensive. The dream almost never happens.
Which is why I was so THRILLED by the announcement from my former agency client Biossance last week that Reese Witherspoon is their new global brand ambassador!!!
I remember back in the early days of Biossance, when we were discussing who would best represent the brand, Reese was at the top of that list. And the Biossance team made the brand’s dream brand ambassador happen by…
drumroll please…
Simply being a distinctive and authentic brand.
That’s right. The Biossance team has done such a wonderful job of maintaining and growing the Biossance brand through the years, that Reese herself reached out after finding and loving the products at Sephora.
"I've been really curious about clean beauty for quite some time, but didn't do the work and research. I obviously had more time over the past year, and I noticed Biossance at Sephora over the holidays and started using the products. I was blown away by not only how effective they were, but also the sustainability and science built into the brand's skincare line. They have female scientists working on the products and they're very open about everything they develop and the ingredients," she shares. "It's a very transparent, socially conscious business, and I love that it's female led." - Reese Witherspoon in People Magazine
Now, I know you’re going to say “Kimberly, come on! How can that happen—that’s a once-in-a-lifetime kind of thing.”
And you may be right. Your brand might never have the celebrity endorser of your dreams coming knocking on your door. But, if you stay true to your brand like Biossance has done—meticulously maintaining and executing on your brand vision, your brand values, and your brand point of difference as you grow—that dream person just might take notice. And the most authentic influencer is the one who comes to you.
In celebration of Biossance, here is a piece I wrote about the rebrand after we launched (originally published by Cosmoprof in 2017).
Read below for insights into this authentically appealing brand that lives up to the line we trademarked: No Compromise Beauty™.
HOW TO CREATE A STANDOUT BEAUTY BRAND
Been there, done that, put it on my face yesterday. We all know that the beauty landscape is crazy crowded. So how does a brand stand out on shelves stacked high with bouncy cloud cream-serums and insta-feeds throwing every shade? Find the nugget that’s unique about your brand—and turn it into the foundational rock.
REBRANDING BIOSSANCE
When Biossance came to our team at Bartlett Brands, they had a stellar product on the market and Sephora on the hook. The problem? They looked and felt like any other “nature meets science” brand.
Once you looked beneath confusing product names like “The Revitalizer” and “The Nourisher,” there was an ingredient we could work with: the hero across all of Biossance’s products was squalane oil.
The squalane that Biossance makes has some incredible properties that we could connect to things we knew about today’s beauty customer.
From there, our strategy tapped into the power of simplicity: Squalane is biology’s best moisturizer. We introduced squalane oil to the millennial beauty customer in a way that she could instantly understand and relate to—no PhD required.
HOW WE WENT FROM MEH TO MUST-HAVE
The Brand Tagline:
A new tagline spoke to the idea of “nature meets science” in a unique way. Our environment provides the materials, and our people are the architects—working with nature’s biology to do better for people and the planet.
The Brand Voice:
Natural brands can come across a bit “woo woo” (think mystical meets mindful) or preachy (shame, shame). Science brands tend to go for cold and clinical vibes.
For Biossance, we crafted a voice that’s authentic to the brand: Straightforward and meaningful, because we have the highest standards for truth. Smart and witty, because we want to be clever in ways that make our customers think. Instigative and fresh, because we’re always pushing boundaries and looking for ways to do better. Optimistic and inspiring, because we’re moving towards a positive world. Approachable and warm, because we’re human and humble.
The Product Names:
Product names all featured squalane front and center. We were clear about what the products do and highlighted the immediate benefits, using language everyone can understand at a glance.
The Packaging Design:
Green beauty can come across crunchy. And lab brands often look cold. Our packaging combined a softer, more human touch with elements of the brand’s biotech heritage. The debossed pattern represents a scientific “pinpointing” process Biossance uses in the lab.
The Packaging Design … pushed even further:
We created the packaging to follow the brand’s “No Compromise” approach to the environment and the product experience. The outer cartons are tree free—made of 100% sugarcane fiber, another renewable resource.
The Launch Campaign
Our launch marketing campaign was titled “The Moisture You Were Born With.”
It featured C30H62, the chemical symbol for squalane, beautifully lit across a woman’s body. The campaign immediately caught people’s attention, and it educated customers about squalane as an ingredient. Squalane is the natural oil your body produces (but makes less of over time as you age). And Biossance had pioneered a sustainable way to produce it at their biotech lab.
The Results
The #MoistureRevolution took off. Two months into their “unprecedented” launch at Sephora, they already had the #1 eye product. More doors quickly opened—and the branding picked up trophies from the BeautyID Awards, the Clios and Fast Company.
THE TOP TAKEAWAY FOR YOUR BRAND
Want to find your brand’s foundational rock? Sometimes you need to dig deeper.