Celeste Barber beauty push generates $6m in sales for MCo
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Cosmetics brand MCoBeauty credits a growth surge on its influencer strategy after the Celeste Barber-fronted brand delivered huge sale numbers through its supermarket partner, Woolworths.
Launched in 2016 by Shelley Sullivan as the little sister of ModelCo to offer consumers affordable but trend-driven beauty products, MCo was Woolworths’ top-selling brand last year, out-selling global competitors L’OReal, Maybelline and Rimmel.
MCoBeauty CEO Shelley O’Sullivan says partnering with Celeste Barber for an Instagram-led influencer campaign generated more than $6 million in sales.
Ms Sullivan said the brand was launched as perceptions in the beauty industry around price, affordability, and access were starting to change. This shift created a perfect storm with the rise of influencer marketing and connected with a mass consumer base that wanted a premium beauty experience at supermarket prices.