How ORLY Made Creators Part of the Product, Not Just the Promotion

ORLY, a beauty brand, has successfully made creators an integral part of their product development process, rather than just using them for promotional purposes. This approach has allowed the brand to tap into the creative potential of influencers and incorporate their ideas into the product itself, resulting in a more collaborative and innovative approach to product development.

This shift in strategy matters for social commerce as it highlights the importance of authentic partnerships between brands and creators. By involving creators in the product development process, brands can create more engaging and relevant products that resonate with their target audience, ultimately driving sales and revenue. This approach also underscores the value of creator-led commerce, where influencers play a key role in shaping the products and services that are marketed to their followers.