The Use of Influencers to Promote a Business

The Use of Influencers to Promote a Business
Introduction
There is power when one turns a disastrous event into an asset. This trait is what most businesses or organizations should possess. Many challenges will arise, but they must learn to turn minor defeats into significant victories. This trait is critical to success because it demonstrates that a company or organization owns up to and learns from its mistakes.
Aside from this trait, public relations are also significant in a company since they can determine a company’s rise and fall (Kelleher, 2018). There have been numerous instances where public relations have been used to defame individuals or organizations. For example, there have been celebrities who have been bullied and have received hateful comments from the public. This incident is due to the media’s exposure to biased news or stories. In this way, they are adversely affected by the media. However, there are times when public relations can be beneficial to both individuals and organizations. The use of influencers to promote a business is already a big help. As a result, there are times when public relations can either help or harm an individual or organization. It must, however, be considered.
Organization Overview
Colourette Cosmetics is a cosmetics company based in the Philippines that started in 2015. The brand strives for inclusion, claiming its products are suitable for everyone. People can use it regardless of gender, age, race, or religious beliefs. Colourette strives to provide beauty in all forms at all times. The company is well-known for its campaigns and advocacies. Employees and models from various backgrounds work for the company. The majority of their campaigns advocate for women’s rights and equality. Colourette becomes famous and thriving due to campaigns that care for humankind, the environment, and even animals (Colourette, n.d.).
Nina Ellaine Cabrera, their CEO, is responsible for their success. Nina is known as a woman who enjoys empowering others. Most people mocked her and her company because she sells beauty products if she is not attractive and her body is not the ideal type. All the mean comments initially hurt Nina, but she used their hatred to her advantage. Nina is also a woman of integrity, and her political views are consistent with her advocacies. Aside from her success as an entrepreneur, many people admire her parenting style. She is a strong advocate for what she believes to be correct. Thus, Nina’s traits helped Colourette (Colourette, n.d.; Nina Cabrera, 2022).
Most importantly, Colourette’s public relations have been excellent in previous years and helped them. When a product or a campaign is launched, it goes through the RPIE process for research, planning, implementation, and evaluation. Furthermore, they have always been open and honest with their customers. Finally, they always pay attention to their customer’s feedback. These are how Colourette has established its brand (Colourette, n.d.; Kelleher, 2018).
Colourette is chosen for the case study since it will serve as an excellent example of a business that has resolved an issue via public relations. Colourette is known for all its good services and products, but there is an incident wherein they have become trending because of a mistake they did not intend to make. Therefore, this is a fascinating case to focus on.
Case Analysis
Preliminary Stage: Research
Colourette has been widely known for its quality services, products, and outstanding public relations. It has established its brand name because of its empowering campaigns and advocacies. Before the pandemic, the brand had several physical locations. However, the pandemic imposed too many restrictions and forced the brand to conduct extensive online marketing. Thus, the company has well researched and prepared for its internet expansion by hiring more employees who can assist in creating content and strengthening its online presence (Nagasundaram, 2022). Fortunately, even though the world is in crisis, many people are still willing to buy cosmetic products (Eugenio, 2022; Lee & Kwon, 2022). This situation is where Colourette Cosmetics capitalizes by utilizing various social media platforms to promote its brand and attract consumers.
Colourette has attracted several customers and influencers since strengthening its online presence. However, a recent issue in June 2022 has affected their brand name. They gave a PR package to the social media influencer, “Miss Nate,” a make-up guru whose recommendations and opinions are trusted. Miss Nate has millions of followers; thus, she has much power. However, after receiving the package, Miss Nate posted a video on her TikTok account that appeared to mock Colourette’s packaging (Miss Nate, 2022). TikTok is a large and powerful platform, so the video has reached many pe...