Mecca joins AIMCO to strengthen best-practice influencer marketing
Beauty retailer Mecca is the latest AIMCO member, reinforcing its commitment to influencer marketing.
The announcement:
The Australian Influencer Marketing Council (AiMCO) today announced leading Australian beauty retailer, MECCA, as its latest member, demonstrating its commitment to best-practice influencer marketing across its campaigns.
Since opening the doors to its very first store in Melbourne in 1997, MECCA has completely redefined the Australian beauty landscape, championing retail innovation and delivering the ultimate beauty experience to customers.
Founded by Jo Horgan, over the past 27 years, MECCA has grown to become Australia’s largest prestige beauty retailer, serving more than four million customers each year. With more than 110 stores across Australia and New Zealand and online, MECCA offers an exclusive edit of the best in beauty from more than 200 brands. Today, MECCA has a growing team of 7,000 spread across its Support Centre, Distribution Centre and store network, all working towards a shared purpose of emboldening through beauty, helping people to look, feel and be their best.
MECCA has been a pioneer in the Australian influencer marketing landscape, building long-standing relationships with a diverse mix of creators to champion its curation of the best beauty brands from around the globe. Today, MECCA’s strategy is intentionally multi-tiered and future-focused, designed to deliver both cultural impact and commercial return.
MECCA partners with high-impact talent to generate momentum around major launches, while also investing in a trusted network of emerging creators, educators, tastemakers, and cultural voices who drive meaningful engagement through authentic storytelling. At the heart of this approach is MECCAWORLD, MECCA’s evolving creator advocacy framework that fosters lasting relationships, brand love, and community connection across all tiers of influence.
MECCA’s commitment to creator-first partnerships is reflected in signature programs like the long-term ambassadors – MECCA Muses, and the Charlotte Tilbury Glow Squad, alongside dedicated initiatives including the NARS Artistry Program supporting leading industry makeup artists. High-profile moments such as the Australian Open, Mardi Gras and Charlotte Tilbury’s Australian visit have seen MECCA engage new audiences at scale. Whilst MECCA’s new micro and nano creator initiative, the MECCA Beauty Exchange Program has fostered relationships with the next generation of influential voices.
By championing creators beyond the traditional beauty space and aligning with talent who share its values, MECCA continues to lead with purpose: empowering people to look, feel and be their best through beauty, community, and connection.
“Creators are at the heart of how we tell stories and connect with our community. Being part of AIMCO allows us to continue raising the bar on how we collaborate, measure impact, and lead with purpose in a rapidly evolving media landscape,” said Lucy Asker, head of PR & influencer at MECCA.
AiMCO managing director, Patrick Whitnall, said MECCA’s partnership with the organisation was demonstrative of the importance of influencers to the future of beauty brands.
“Beauty brands have been at the forefront of influencer marketing in Australia and globally, and MECCA has consistently demonstrated how to connect with audiences in ways that feel authentic and creative. From tutorials to behind-the-scenes storytelling, MECCA has shown a willingness to innovate, experiment, and build meaningful long-term relationships with beauty fans”
“We are delighted to welcome MECCA as part of AiMCO and look forward to working together to continue shaping best practice and driving the sector forward.”
Since its 2019 inception, AiMCO’s membership base represents leading global and Australian brands, national media and marketing agencies.
Earlier this year, AiMCO hosted two sold-out beauty influencer marketing sessions in Sydney and Melbourne, exploring trends, engagement and driving impactful results, with some of the nation’s best beauty influencers and media experts.
For more information on AIMCO, visit www.aimco.org.au.
Source: Third Avenue Consulting
