In a bold move that’s bound to reshape the beauty industry’s approach to marketing, REFY has redefined the traditional influencer brand trip by focusing on those who truly matter; their community.
Recently, the brand invited members of their loyal customer base to a dreamy retreat in Mallorca, completely flipping the script on the typical influencer getaway. Tapping into their incredibly loyal social media following, REFY utilised their Instagram broadcast channel to select the lucky few, giving the opportunity to those who already use (without being gifted), love, and support the brand, as opposed to influencers who get paid to do just that.
By bringing together their most dedicated customers, along with the brand’s co-founder Jess Hunt, REFY created an event that felt genuine and personal—totally different from how many influencer brand trips can feel. While the content generated from the trip still had that classic cool-girl REFY vibe, it didn’t come off as an advertisement or an exclusive, mean-girls-esque clique. Instead, it felt accessible and relatable, like anyone watching along could have the chance to join the next one. Followers were kept up to date across the weekend with regular TikToks and Instagram Stories, using the Q&A feature to keep everyone engaged and excited for future community trips.
REFY has always been ahead of the game when it comes to marketing, and now they’re proving that the best brand ambassadors aren’t necessarily influencers with millions of followers, but everyday people who genuinely love the brand and use the products. It’s a more, dare we say it, authentic approach.
This move not only strengthens customer loyalty but also plays into the recent shift away from aspirational influencer content to more relatable, user-generated content, as well as the growing customer demands for transparency and sustainability. Gone are the days of widespread, extravagant influencer trips to the Maldives, with audiences becoming more and more sceptical of over-polished content that often results from those trips.
We’re sure this won’t be the last we hear of community trips, as this proves that creating inclusive, community-centric experiences builds stronger, long-lasting relationships with customers. Ultimately, this could signal a move away from the exclusivity and extravagance of traditional influencer trips, leading to a more meaningful and sustainable approach to brand engagement.
