How Amika Revamped Its Influencer Programs

Amika, with the help of Traackr, has honed its influencer strategy. The brand, which was sold mostly in the professional channel until 2018, saw an opportunity to up its influencer strategy in conjunction with a packaging relaunch and Sephora push, said Chelsea Riggs, brand president. “We’re treating it like a brand launch,” Riggs said in a conversation with Traackr’s Evy Wilkins. The brand engaged Traackr, which provides influencer marketing resources, to roll out an influencer strategy in conjunction with the relaunch. “This was going to be the first time we were going to have hair care in store,” Riggs said, noting that previously, only Amika’s styling tools had been carried in Sephora. “Our goals were really to raise brand awareness among end consumers, especially the Sephora shopper, as well as drive conversion and traffic on sephora.com and [in stores].” After thinking about where it wanted to spend its energy and budget to best ensure the launch’s success, Amika landed on influencer influencer marketing, Riggs said. “We really felt influencer marketing was that thing for us. We’d been doing influencer marketing for years though looking back probably not in the right ways and we really wanted to invest in that channel,” she said. While the brand

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