Submitted by MG Empower

Amika #SmoothOver Influencer Launch

Influencer Marketing

MG Empower ran an influencer marketing launch in the US for amika's Smooth Over Frizz-Fighting Treatment, which the agency reports delivered over 3.1M impressions.

3.1MImpressions

Case in 60 seconds

amika needed to raise awareness of its new Smooth Over Frizz-Fighting Treatment in the US, which came in both at-home and in-salon versions, while holding onto its positioning as a sustainable haircare option.

A product sold both at home and in the salon needs two kinds of credibility, so the page frames the work around consumer voices and professional stylists together rather than a single creator type carrying the whole message.

MG Empower organised the launch around an editorial direction split across three pillars, consumer, pro-influencer and pro-stylist, so the treatment was taught through relatable storytelling rather than announced through brand messaging.

Lifestyle, entertainment, hair stylist and hair content creators produced tutorials, reviews, hair journeys and how-to content covering the at-home and in-salon versions, sharing professional haircare tips while communicating the amika launch.

MG Empower reports over 3.1M impressions, over $38.8M in EMV and over 5% ER for #SmoothOver, and says the content drew positive sentiment around the product's benefits, intent to purchase and the brand's values.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

The beauty community and consumers in the US, reached through consumer, pro-influencer and pro-stylist voices across a broad audience demographic.
A new frizz-fighting treatment had to earn attention among consumers while also reaching the salon side of haircare, so the brand needed voices credible with both at-home users and professionals.
The page places amika as a haircare brand celebrating all hair types and cultivating community, so the launch content had to reinforce that friendly, sustainable positioning rather than sell on the product claim alone.

Creative & Execution System

Partners

  • MG Empower (lead_agency)

Results & Evidence

MetricValueResult type
Impressionsover 3.1M impressionsengagement_rate

Why MG Empower's strategy worked

  1. 1

    A product with at-home and in-salon versions can be split across consumer and professional creator pillars, because each version then has a voice whose own experience matches the way it is used.

  2. 2

    Educational formats such as tutorials, reviews and how-to content suit a treatment whose claim is a timed result, because the audience can watch the benefit demonstrated rather than simply being told about it.

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