Australian Influencer Marketing Council welcomes L’Oréal Australia

Leading beauty group L’Oréal Australia has joined the Australian Influencer Marketing Council (AiMCO) as the industry body continues to work towards elevating transparency and best practice in influencer marketing.

The AiCMO said L’Oréal’s addition to the council will bring experience in influencer partnerships and the impact they have in driving consumer engagement.

Other members of the AiMCO cover areas including marketing tech, social media agencies, leading talent agencies along with influencers and content creators.

L’Oréal director CX and social media governance, Emma Williamson, and corporate legal counsel, Jenna Adamson, will represent the beauty company on the council.

It is the first FMCG beauty brand to join the council, and Williamson said influencer marketing needs to be done right, as it becomes a bigger part of the media mix.

“Influencer marketing is here to stay. We recognise it is a critical lever in how to engage new audiences, reconnect with our existing consumers and tap into forms of content that drives consumer trial and purchase,” she said.

“As an ever-present component in our media mix, it’s crucial that we get influencer marketing right. Consumers are savvy and if we want them to trust our brands, we need to ensure that the influencers we work with share our values and are authentic and transparent.

“We are thrilled to have the opportunity to partner with AiMCO and other leading Australian influencer marketing businesses to help shape the landscape in an ever-evolving marketplace.”

AiMCO founding member and chair, Detch Singh, said the addition of L’Oréal will help the council address the needs of brand marketers moving forward.

“We’re excited to welcome L’Oréal Australia as the first of many brands to be joining AiMCO as a member. Influencer marketing is core to the media mix and it’s natural for leading and innovative brands such as L’Oréal Australia to want to play a role in shaping its future.

“The newly formed AiMCO Marketer Advisory council will be essential in ensuring we are addressing the needs of brand marketers with our initiatives moving forward.”

The council’s expansion follows a report from HypeAuditor which showed a significant portion of Instagram influencers are still failing to disclose sponsored and partnership posts with brands, despite disclosure being a requirement of the Australian Association of National Advertisers (AANA)’s code of ethics.

The code was updated in February, and now requires influencers to clearly disclose partnerships with #ad or #sponsored, or other clear markers.


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