K18 just named Sofia Richie Grainge their next brand ambassador. The model and influencer took TikTok and other social media platforms by storm documenting her viral wedding (which ended up the face of the “quiet luxury” trend) this spring. In turn, working with Richie Grainge is a huge move for the hair care brand, as Gen Z and Millennials on social media closely follow her clothing and beauty product recommendations, selling out items whenever she posts. The first campaign ad featuring the influencer will be featured across social media platforms as well as television, and K18’s senior vice president of global marketing is confident the campaign will be a hit, saying “We knew her hairstylist had been using the product on her hair. And we’re very in-tune with the cultural zeitgeist on social media.” (Yahoo News)
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