Two curly-haired women with amika hair products flank yellow amika "smooth over" bottles on a counter
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 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

Results & Evidence

MetricValue
Impressionsover 3.1M impressions

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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