Essence Cosmetics is the Latest Brand with a Virtual Instagram Influencer


Essence Cosmetics recently introduced its latest Instagram brand ambassador. The cosmetic brand recently introduced its latest Instagram influencer called Kenna. They made this big unveil with Instagram. In the post, we see a freckled, sandy-blond influencer tossing beauty products up in the air. At first glance, Kenna looks like any other Instagram influencer but looking closer you will notice that she is computer generated. With the introduction of Kenna, Essence Cosmetics is the latest brand to get a virtual Instagram influencer.

About Essence Cosmetics Virtual Influencer Kenna

Essence Cosmetics introduced Kenna in a post on Wednesday on Instagram, where the brand has 2.1 million followers. In roughly eight hours, the post saw more than 7,500 likes The cosmetic brand has already created a personal Instagram account for Kenna, @thisis.kenna.

For Kenna’s backstory, Essence Cosmetics matched it to their target demographic: She’s supposedly a vivacious, ambitious 21-year-old woman who wears the latest makeup trends and flaunts them on social media. Kenna also cares deeply about issues facing Gen Z, such as environmental concerns. She is also an intern in its product development department, and the brand says she’s confronting things that many in her generation face, like living on a small budget and furnishing her first apartment. (It’s not clear how many people who saw Essence’s post realized that Kenna is computerized.)

The Rise of Virtual Influencers

Essence Cosmetics is the latest brand to tap into a social media trend. Other virtual influencers on Instagram include Lil Miquela (1.8 million followers), who kissed supermodel Bella Hadid in a spot for Calvin Klein and has worked with Prada, as well as Noonnoouri (332,000 followers), who has worked with Marc Jacobs, Dior and Versace. Balmain created digital models for Instagram, including Shudu (195,000 followers), and in April KFC debuted its own virtual Colonel Sanders, who had his own deals with Dr Pepper and Casper on KFC’s Instagram account

Source: Adage


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