InnovaDerma PLC (LSE:IDP) has appointed Instagram influencer and former Love Island contestant Liberty Poole as a Skinny Tan brand ambassador.
Poole has 1.5mln Instagram followers, of which more than 90% are female.
InnovaDerma said the engagement of Poole as a Skinny Tan brand ambassador will significantly increase brand awareness to a key tanning demographic and supports its strategy to diversify its customer base and digital media channels.
Poole is set to appear on ITV’s Dancing on Ice series, which InnovaDerma said would further increase her popularity and therefore the exposure of its Skinny Tan brand, particularly in the under 30 age demographic; historically, Skinny Tan has been mostly marketed to those in the 35 to 50 years age group.
The collaboration with Liberty Poole represents InnovaDerma's first significant paid influencer programme and it will be key to introducing the brand to a new group of consumers, the company said. The partnership will complement InnovaDerma's existing multi-channel digital marketing approach, creating a highly visual marketing proposition that is expected to boost both sales and brand awareness. More broadly, this is an important strategic pillar of InnovaDerma's transformation into a fast-growing, profitable enterprise, it added.
"Liberty captured the hearts of the nation with her journey to discover self-love and self-worth in the Love Island villa, and that authenticity is exactly why we're so excited to have her represent the Skinny Tan brand,” said Blake Hughes, the chief executive officer of InnovaDerma.
“In addition to targeting a new demographic for Skinny Tan, we have also been hard at work on new product development and I look forward to sharing additional details on this in due course,” Hughes added.
Liberty Poole said it was “amazing” to be partnering with the Skinny Tan team.
“I love Skinny Tan's amazing natural looking tan and its inclusive message of body positivity and self-worth. The fact that the products are also all vegan-friendly, cruelty-free and filled with skin caring natural ingredients is incredible,” Poole said.