Cosmetics brand CoverGirl and its agency Zenith are partnering with Allure magazine and PB&J Television to introduce Allure Incubator, which is being positioned as the first-ever beauty influencer reality competition.
“Influencer marketing has proven to be highly successful in these areas, and we’re excited about its potential in this fresh new format," says Brent Poer, president of content, Zenith.
Zenith helped format the show – co-creating the framework for the challenges with Allure, bringing in Bunim-Murray for production and helping to find the best, most relevant ways to integrate the project with the brand.
Through a sequence of lessons and challenges led by industry insiders, five social influencers vie for the chance to win the grand prize: becoming a member of the CoverGirl's stable of beauty influencer ambassadors. Featured recruits will also be tapped by Allure for editorial and branded-content opportunities.
The six-episode series will be available across Allure’s site and social platforms in addition to the release on CoverGirl’s YouTube channel.
This project underscores an evolution of Zenith's relationship with CoverGirl parent company Coty over the past 14 years.
In order to remain culturally relevant, Zenith has helped CoverGirl pivot from the straight-forward branded entertainment TV partnership with Top Model. It's also helped the brand pivot from models to digital and beauty influencers.