Budgets and Budgeting

Bloggers and digital influencers are reshaping the fashion and beauty landscape

Bloggers and digital influencers are reshaping the fashion and beauty landscape

In early June, Arielle Charnas of Something Navy posted about the Peter Thomas Roth Rose Stem Cell Bio-Repair Gel Mask on her Snapchat story. Then the frenzy happened: Within 24 hours after her story went live, the post was responsible for the sale of 502 masks, or $17,565 worth of product. Do the math: that’s equal to $123,000 in sales in a week, $527,000 in a month or almost $6.4 million in a year.

Nor was that a one-off. An Yves Saint Laurent Mascara Volume Effet Faux Cils Shocking in Deep Black that Charnas snapped about in July moved 422 units in 24 hours, driving $13,500 in sales. That means she could sell $95,000 worth of mascara in a week, $405,000 in a month or $4.9...

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