Song of Style blogger Aimee Song’s new ambassador and digital influencer contract with Laura Mercier is a big deal. Worth a reported $500,000-plus, according to WWD, the partnership is not only one of the largest a beauty brand has signed with a blogger, but the deepest relationship Song says she’s ever had with a brand. (As a private company, Laura Mercier does not disclose partnership fees and terms.)
The cosmetics company announced the newest member of its family on Tuesday, via Instagram. The news comes not long after Song — who made Forbes‘ 30 Under 30 list — attended THR’s Beauty Issue Dinner with Laura Mercier. A rep for the brand confirms to Pret–a–Reporter that the dinner is where the two first met and where the blogger “extolled her love for the brand. She shared that she had been using the product for years and has a genuine love for them.”
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Song is not the first blogger to ink a deal with a beauty brand. Clinique hired Hannah Bronfman, Tavi Gevinson and Aussie Margaret Zhang, while The Blonde Salad‘s Chiara Ferragni is a Pantene global ambassador and Kayture blogger Kristina Bazan is part of L’Oreal Paris’ star-studded roster, which earned her a reported $1 million payday for one year. This latest (allegedly) sizable paycheck for a year of work with Laura Mercier makes it clear the blogger-as-beauty-ambassador market has heated to a boiling point.
In her new role, WWD reports the Angeleno will create “organic” blog content for Song of Style, post on Instagram, appear at events and create custom video content for the brand and, of course, post on her own social channels in an effort to maximize engagement. Theirs is not an exclusive relationship, meaning Song — who has partnered with SK-II and Dolce & Gabbana fragrances in the past — can continue using and working with other brands. Laura Mercier even encourages it.
But brand loyalty is one reason they were drawn to the blogger, according to Nancy Bernardini, general manager and CEO of Gurwitch Products, Laura Mercier’s parent company. Her 3.4 million Instagram followers probably didn’t hurt either.
Bottom line, there are a few competitive brands Song cannot sign contracts with during the year, but mostly she’s a free agent using her favorite makeup — with an extra $500,000 or more in her designer denim pocket.
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