Diversity and InclusionMagicLinks Press

WWD Beauty Inc: Beauty Brands Returned to Posting Darker Skin Tones Over Holidays

In the most recent issue of WWD's prestigious Beauty Inc newsletter, MagicLinks was featured in a report on influencer diversity from Eyecue Insights.

Working with research firm Eyecue Insights, MagicLinks provided data and narrative to the prestigious beauty industry publication, WWD Beauty Inc. The result is a comprehensive WWD Beauty Inc story on how diverse influencers drove results in holiday 2020 campaigns.

MagicLinks’ long-term commitment to diversity, equity, and inclusion includes casting a minimum of 30% of BIPOC influencers in every brand campaign. Our data doesn’t lie: Racially inclusive influencer campaigns perform better. Specifically, Black influencers have particularly high engagement and conversion rates.

The WWD Beauty Inc article references two MagicLinks creators’ holiday 2020 campaign videos:  Monroe Steele’s  holiday 2020 video for Giorgio Armani Beauty  as well as Andrea Renee’s Sephora Beauty Insider Event video. Each delivered an average of 3x the conversions over their peers.

MagicLinks x Eyecue Insights diversity feature in WWD's industry newsletter Beauty Inc, featuring influencer Monroe Steele.

Click here to read the full February 2021 Beauty Inc Accountability Matters newsletter!


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