Creating a Human Brand Through Influencer Marketing

Opinion: Millennials and Gen Z-will dominate spending decisions for the next decade

Influencers are becoming de rigueur for campaigns relif/iStock

It’s 1991. You switch on your (non-LED) television to hear Maybelline New York’s famous jingle, “Maybe She’s Born With It, Maybe It’s Maybelline,” and see supermodel Christy Turlington’s dazzling smile, dressed in its latest lipstick. This iconic campaign caused sales to surge, lasted 24 years and was certainly an upgrade from its previous slogan, “Fine Makeup, Sensibly Priced.”

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