AiMCO hosts sold-out beauty influencer marketing events in Sydney and Melbourne
The Australian Influencer Marketing Council (AiMCO) launched its 2025 events calendar with a bang, hosting its inaugural beauty influencer marketing events in Sydney and Melbourne to sold-out audiences.
The highly anticipated gatherings saw over 100 talent managers, content creators, and AiMCO partners converge to explore the latest trends shaping the beauty influencer marketing landscape.
Held at Publicis’ Melbourne office and Poem’s Sydney office, the events featured expert panels that dived into key topics driving the industry forward. In Melbourne, Vamp APAC Sales Director Gemma Shuttleworth moderated a discussion featuring leading “pharmafluencer” Hannah English and Ego Pharmaceuticals Marketing Communications and Content Manager Courtney Barlow. Meanwhile, in Sydney, the panel included creator Mitch Greer, Unilever Digital and Data Lead Maria Paula Gudino, and Wella Company Digital Marketing and Communications Senior Manager Celeste Godoy.
Throughout both events, panellists emphasised the importance of long-term brand affinity, highlighting that authentic brand love is cultivated over time. They reinforced that giving creators creative freedom to produce content that genuinely resonates with their audiences leads to deeper trust and engagement, rather than overly controlled brand messaging.
A hot topic of discussion was dupe culture, with a unanimous agreement that authenticity remains paramount. The panel warned that copycat culture weakens the credibility of research and development, ultimately harming smaller businesses and their intellectual property.
AiMCO Managing Director Patrick Whitnall reflected on the success of the events, stating: “Our beauty influencer marketing events have kicked off our 2025 events calendar on a high note. The beauty industry is one of the biggest sectors for creators globally, and we weren’t surprised at the interest in learning more about driving impactful results through influencer marketing campaigns.”
