Dior Beauty chooses Sean Garrette as skincare expert in the United States: details – WWD

Dior Beauty doubles its skincare offerings with a new brand ambassador.

The luxury beauty brand has chosen influencer Sean Garrette as its new skincare expert in the United States. Garrette, who has an Instagram following of over 88,000, is Dior Beauty’s second skincare ambassador, succeeding celebrity beautician Joanna Czech who held the role from 2020 to 2021.

“I was in this space where I had gone from simply creating content on social media and working more with brands and helping them create educational content and strategies to reach large numbers of people,” Garrette said of the partnership. . “It wasn’t just about a new product, but also about the science and effectiveness behind it. For Dior, they have amazing skincare, but my job was to go in and be able to educate the customer about why skin care was so good, why Dior makes the products they make, and how customers can incorporate the products into their own. their routine. “

Garrette is known on his social media platforms for creating educational skin care videos, such as how to create a skincare routine on any budget, or how to deal with certain issues like acne or hyperpigmentation. He is bringing this practice to Dior, creating content that educates the Dior customer about the products and how to use them.

The influencer has been in the beauty space for about a decade, turning her passion for the category into her full-time job working at beauty desks and later attending beautician school and starting her own skincare practice. .

Seeing that there was a gap in the beauty industry on skincare-related information for people of color, she decided to focus on the category and use her social media platform as an educational tool.

“I never thought I would have a career in beauty,” she said. “Being a beautician, I haven’t seen many male beauticians, especially black male beauticians, so I never thought it was a career path that I could have had. When I started out, I really started my social media as a landing page for people of color to find products, especially sunscreens and skincare products that worked for their skin because there wasn’t much education on that. . Even in school, we read our books and didn’t really see any of these skin conditions treated for skin of color. I took it as my way of educating people who looked like me. “

Garrette started following her social media by sharing her tips and advice on Twitter, then later started creating educational videos on Instagram. She explained that while she works on paid partnerships with brands, her social media strategy has always been about transparency so that her followers get accurate and informative content.

“I always try to come from an honest and transparent place around the products I’m recommending because the fact is, as a beautician, I have this ethically behind my head that all of my followers treat them as my customers,” she said. “I want them to get the best results and use the best products. So, my strategy is not a strategy. I only treat my following as my clients. In the same way I would treat a client who is about to get a facial, it’s the same way I would treat someone in my DMs looking for hyperpigmentation solutions. “

Garrette explained that her goal with the Dior partnership is to grow the brand’s customer base and educate more people about the benefits and innovations offered by Dior Beauty products.

“I feel like the [Dior] skincare can be a little underestimated, especially in the luxury industry, “she said.” I think people push it out when they see luxury beauty: they think maybe it’s not that effective, but from my experience with Dior , they do really good and effective skin care. We just have to broaden the message and bring in a new customer and bring the messaging and standards of the Dior brand to the present day. “


Kim Kardashian is renaming the fragrance KKW

The best new beauty products to try in April 2022

Scarlett Johansson first debuts with the skin care brand

Leave a Comment