KEY TAKEAWAYS:
- Beauty influencer marketing is still growing and innovating, even after being around for a long time.
- People in the creator economy love in-person events for networking and learning.
- Brands are now focusing on long-term partnerships with creators, not just quick deals.
- Beauty content is moving beyond social media to billboards and even movies.
- Measuring ROI and brand impact is becoming more important than just likes and shares.
Beauty influencer marketing is one of the oldest parts of the creator economy, but it’s still surprising people with how much it’s growing. The Australian Influencer Marketing Council (AiMCO) recently held two sold-out breakfast events in Sydney and Melbourne. These events showed just how much people in the beauty industry value face-to-face connections and fresh ideas.
Patrick Whitnall, the head of AiMCO, said he was amazed by how much interest there was. He even joked that he could have filled the rooms twice over. The events were organized with Vamp, an influencer platform, and focused on beauty influencer marketing.
From Online to In-Person
One big takeaway from these events was how much people miss meeting in person. Celeste Godoy from Wella Company mentioned a big shift from online (URL) to real-life (IRL) experiences. This change is surprising because just a year ago, AiMCO was mostly doing webinars to reach more people. But now, in-person events are proving to be way more impactful.
Patrick said, “Twelve months ago, we were doing many more webinars because it means we can reach a broader space. And Australia is a big country, so trying to get to every market is hard. But the impact that we’re seeing from in-real-life events is certainly encouraging, and with these being sold out, we need to think about doing more because people want to connect and share experiences in person.”
Beauty’s Surprising Second Act
Even though beauty influencer marketing has been around forever, it’s still innovating. Patrick thought beauty was a well-trodden path, but the response to the events proved him wrong. Brands and creators are still finding new ways to work together.
Gemma Shuttleworth from Vamp added, “After attending the AiMCO Travel Summit late last year, I knew we had to partner with Patrick on a Beauty event. With over 300 campaigns activated in the last 24 months, it’s clear Beauty is a core category for Vamp and in our channel.”
Diverse Voices Make Better Conversations
The events succeeded because they brought together diverse perspectives. Panels included creators like Hannah English, a “pharmafluencer” with a science background, and brand reps like Courtney Barlow from Ego Pharmaceuticals.
In Sydney, creator Mitch Greer, a celebrated trans woman, shared her experiences, showing the importance of diverse voices. Patrick said, “It was important to hear from another diverse voice in that space while also having very well-versed marketers pushing the industry forward.”
Gemma added, “Each panelist brought a new perspective, and the unique experiences, expertise, passion points, and points of view really drove the conversation.”
Moving Beyond Awareness
Brands are no longer just using influencers for awareness. They’re now measuring how much influencer marketing actually helps their business. Patrick explained, “ROI isn’t just about click-through rates. It’s about how creator and influencer work can impact brand lift, share of voice, and memory structures—delivering long-term wins for this industry.”
From Quick Deals to Long-Term Partnerships
Brands and creators are moving away from short-term deals and focusing on long-term partnerships. In Melbourne, Hannah English talked about her partnership with Tbh Skincare, which grew from one product launch to a full range.
Patrick said, “There were always moments in a marketing calendar where you have launches, but it was felt that long-term partnerships with brands and creators were beneficial on all parts.”
Mitch Greer also highlighted the importance of personalization in gifting. She said sending the wrong products can hurt authenticity. This shift aligns with new tax rules in Australia about gifting.
Breaking Boundaries: Beauty Content Beyond Social Media
Beauty content is now being used in outdoor ads, digital media, and even movies. Patrick said, “When I grew up, you would see Hollywood A-lister stars on outdoor posters, but now you’re seeing great work from localized creators working with these brands.”
Celeste from Wella Company shared how brands are integrating creators into their wider marketing strategies, like hosting events and appearing on billboards.
What We Can Learn
For anyone organizing similar events, Patrick recommends booking bigger venues, trying new formats, and recording events to share insights with more people.
The Future of Influencer Marketing
AiMCO plans to use what they learned from these beauty events to help other industries like travel and mental health. Patrick said, “We’ve done events like travel or Black Friday in the past. We’re open to any spaces with a thriving economy and conversations where our members can connect and learn.”
Final Thoughts
Even as the creator economy gets more digital, in-person events and human connections are still vital. Beauty influencer marketing shows how established industries can evolve when they bring together diverse voices and fresh ideas.
Patrick summed it up by saying, “For me, if we can see growth from a revenue perspective or increasing the quality of the work through inspiration and collaboration via our events, then I think that’s what we’re hopefully providing.”
Through events like these, AiMCO is helping Australia’s influencer marketing scene keep growing and inspiring.
