A Decade Of Trippin’ With Tarte: Inside The Viral Brand Trip Machine [Forbes]
LVMH-MOET H/L/V UNSP/ADR (LVMUY)
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Source: Forbes
Alix Earle poses on a Trippin' With Tarte brand trip in 2023 Photo courtesy of Instagram (@alixearle) When Tarte Cosmetics founder Maureen Kelly brought a small group of beauty influencers to Turks and Caicos on a whim in 2015, she hit the jackpot in a wild gamble. During an era when lavish YouTube hauls were on trend, and perfectly curated Instagram aesthetics defined a creator's brand, the luxe excursion checked every imaginable box. Influencers were no strangers to elaborate gifting, but this was different. “I really didn't have the money to be doing this, and then when I saw the dot-com immediate sales, I was like holy s—t, this works,” Kelly recalled during a one-on-one Zoom interview. “Instead of spending millions of dollars on a 10-second ad, I just invested in the people, real experiences and the content they created. It wasn't a strategy. It was just a leap of faith, I guess is a good way of saying it. The first trip proved and continues to prove, that if you put creat
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