Beauty is a visual industry and so many consumers rely on photos, videos and tutorials—in addition to personal recommendations and their own experiences—before they purchase cosmetic and personal care products. In fact, almost half of U.S. beauty shoppers purchase new products based on online feedback from others, which is why it is imperative that influencers’ messaging be clear, transparent, accurate, and substantiated.
To better understand best practices, The Benchmarking Company sat down with Jennifer Santos, Esq., to tap into the expertise of BBB National Programs’ National Advertising Division (NAD; see What is the National Advertising Division?) on endorsement and testimonial advertising law to answer the nagging questions on every influencer marketer’s mind.
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