PR exec draws ire over secret industry news site purchase, Black Americans want greater ESG effort and Abbott responds to recall of baby formula
Also: Ulta Beauty shares partnership with Rihanna’s Fenty brand on social media, and more.
Hello, communicators:
Ulta Beauty teased and then revealed its partnership with Rihanna’s Fenty Beauty brand on Twitter this week with a nod to the viral online word game Wordle:
THIS IS NOT A DRILL 🤩✨ @fentybeauty by @rihanna is coming to Ulta Beauty!
🧡 online & select stores 2/27 (call your store to see)
🧡 all stores nationwide 3/6 pic.twitter.com/eFezGlbhe5
— Ulta Beauty (@ultabeauty) February 17, 2022
Rather than a traditional press release, the beauty company took to social media to announce that Fenty products will be sold in its stores starting March 6.
It also didn’t hurt that Rihanna herself announced the news to her 104M+ Twitter followers and 121M+ Instagram followers.
Influencer marketing is a powerful tool, even more so when your company’s paid partners promote the relationship themselves, rather than simply appearing in your organization’s promotions and ads.
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