WWD Digital Beauty Forum: Celeb Makeup Artist Michael Ashton on the Evolution of Influence

Celebrity makeup artist Michael Ashton’s insights on the influencer scene are as sharp as the signature winged eyeliner he created for Adele. During a wide-ranging conversation with WWD’s digital and prestige editor, Alexa Tietjen, Ashton shared his content strategy and how he has successfully parlayed his role as an in-demand makeup artist into a broader reach that spans everything from consumers to retail counters. “You have to work on your voice and tone and what your angle is,” said Ashton. “I’m very professional. I’m not an over-sharer. I’m about products, education, what works, ingredients, and being consistent. If you jump around too much, it’s like you’ve had a personality transplant.” Moreover, he’s learned that quantity doesn’t always equal quality. “Influence isn’t about the largest number of followers. It’s important to know the key performance indicators for a campaign — do you want it to drive brand awareness or drive sales?” said Ashton. “Most influencers are more adept at driving either one or the other.” Ashton has been on social media since the days of MySpace, when as a young makeup artist in New Zealand he used the platform to connect with designers, photographers and stylists to gain entrée into London’s style scene. He

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