NARS Cosmetics
Ambassador Program
From 2023 – 2024, we hosted 4 semester long ambassador programs for NARS Cosmetics. Each semester, there were 50 ambassadors across a variety of campuses across the country. We work with the NARS team each semester to hand select top beauty content creators at different colleges and universities across the US.
In this role, ambassadors created beauty focused content for their TikTok and Instagram pages, promoting various NARS products. Content included on trend GRWM videos, makeup hauls, makeup tutorials, lip combos, in depth product demonstrations, product wear tests, and event recaps/vlogs. Each semester, we continue to see an increase in the overall engagement rate of this program on TikTok, as it has become the top app for beauty recommendations and tutorials from avid beauty fans and creators. Ambassadors also created Instagram story content where they could link their product recommendations or TikTok content, and answer any questions in their DMs about the products.
Ambassadors also hosted at least 1 beauty event per semester. This event could be a tabling on campus to hand out free samples, give product recommendations or do shade matching. Other ambassadors opted for a tutorial style event, which typically was hosted with organizations like a sorority, fashion club, business fraternity, or group of close friends to do an in-depth tutorial showcasing different NARS products that could be included in the routine. These events were great opportunities to have peers physically test the products before making a purchase. To add value, ambassadors also had a personalized discount code that was available during NARS site-wide sales for their peers to use to purchase any products they were interested in.
Each semester, this program had thousands of applicants who were interested in representing NARS. It is no shock to our team that this has been our most applied-to program, as NARS is such a well-known, trending brand in the beauty industry. We receive nothing but rave reviews from our ambassadors about how much they love trying out new products, sharing samples with their peers, receiving professional mentorship from our team and getting to promote a brand they are truly passionate about on their social media pages.
Results Across 4 Semesters
Amount of beauty events hosted: 236
- Instagram In-Feed posts: 461
- Reach: 410,973
- Impressions: 1,379,066
- Engagement: 177,036
- Engagement Rate: 13.04%
- Instagram Story posts: 1,627
- Reach: 242,905
- Impressions: 1,531,397
- Engagement: 9,915
- TikTok posts: 1,365
- Impressions: 3,406,982
- Engagement: 174,166
- Engagement Rate: 5.56%
