In the world of influencer marketing, gifting products to influencers and creators has become a powerful strategy for beauty brands to connect with their audience in an authentic way. Modash, a leading platform in influencer management, recently released a report that reveals key insights into how brands can optimize their product gifting to influencers to maximize the impact of their campaigns. The report, which we discovered thanks to the wonderful Pretty Little Marketer, is based on interviews with 31 Influencer Marketing experts and seeks to understand how they manage their gifting programs, how they recruit new influencers, and what the biggest challenges are when running gifting campaigns.
Key findings from the study that we find especially relevant:
The ROI of gifting is real… if done right: While 65% of respondents confirm that gifting is effective, it only works when there’s a clear strategy behind it. It’s not just about randomly sending products; it’s about creating personalized experiences that resonate with the influencer and their audience.
Influencer selection, the key to success: 55% of marketers report that choosing the right influencer is the biggest challenge. Select ambassadors who share your brand values and genuinely use your products. This fosters authenticity and credibility.
Personalization and creativity in packaging: A simple delivery is no longer enough. Packaging tells a story and reinforces the unboxing experience. Personalized touches can turn a simple product into a memorable moment, increasing the likelihood of organic sharing.
Success Metrics: Beyond reach and impressions, it’s crucial to measure real engagement and conversions that result from these collaborations. Only 30% of brands are effectively measuring the impact of gifting, leaving a lot of room for improvement in 2025.
How can you apply these insights?
Have Clear Objectives: Are you sending products to boost brand awareness, start relationships with new influencers, drive direct sales, or generate content for paid ads? Having clarity about your goals will help you create coherent and effective campaigns.
Evaluate and optimize: Review your influencer list and make sure each one brings real value to your brand. Is their audience the right fit? Is their engagement genuine? What results have they delivered in past campaigns?
Create experiences, don’t just send products: Think about the consumer journey, from unboxing to product usage. How can you surprise and delight influencers and creators so that they become authentic advocates for your brand?
Personalize your gifts: Only 15% of product deliveries are personalized for the influencer. With such a low personalization rate, brands that put effort into this aspect have a significant competitive advantage. There are many ways to add this personal touch to your packages—don’t miss this opportunity to stand out!
Measure what matters: Align your gifting KPIs with your business goals and campaign objectives. Only 30% of brands effectively measure the impact of gifting—don’t miss the chance to understand and improve the true impact of these activations on your brand image and sales.
You can access the full study here.
Now is the time to be strategic, creative, and above all, authentic to stand out amidst the noise and better connect with our audiences. At Think Beauty, we’re here to help you build effective gifting strategies in 2025.
Ready to take your brand to the next level? Let’s talk about how we can help you design a gifting strategy that makes a difference! 
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