Blogging royalty Aimee Song has forged a major deal with beauty brand Laura Mercier in what is said to be one of the biggest of its kind.
The contract will see Song remain loyal to the Laura Mercier brand for a full year. Her responsibilities will include creating content for her blog and video content for www.lauramercier.com, engaging in brand-related event appearances, and utilising her booming social media channels, including her popular Instagram account which sits at 3.4 million fans strong.
While the American fashion and lifestyle blogger has previously worked with beauty brands SK-II and Dolce & Gabbana, this is a huge first for her. She comments to WWD: “It’s the biggest deal ever – and it’s not just [the money]. It’s the deepest relationship I’ve ever had with a brand. Even though I continue to work with [many] of the same brands – it’s never been, ‘I’ll work with you for a year.’”
Song is rumoured to be receiving $USD500,000 as a part of the deal, alongside the freedom to work with other select beauty brands should the opportunity arise. Gurwitch Products (who own Laura Mercier) general manager and CEO Nancy Bernardini says: “She’s not exclusive [to us]. We want her to be able to work with other brands. We want it to be organic as well – and one of the reasons we chose her was because we knew she organically uses the brand already and is a brand loyalist.”
