With over 151K subscribers on YouTube and 58K Instagram followers, Michelle Crossan has built a loyal following that look to her platforms for all things beauty.
BD sat down with the self-titled ‘beautuber’ and the latest face of Neutrogena’s Deep Clean Cleansing Oils, to chat about the new campaign, her creative process and the number one priority Crossan says influencers should take note of when working with brands.
Congratulations on being announced as the face of Neutrogena’s Deep Clean Cleansing Oils campaign! Can you tell us about the collaboration and what's in store for the partnership?
Thank you! I'm so excited about this collaboration! I'm a long term fan of Neutrogena from way back when, and we have collaborated many times over the years, so when they approached me about being the face of one of the new cleansing oils campaign, it felt right and it was an easy decision to make.
Together we are coming up with ways for me to creatively and authentically weave the Neutrogena message through my content to help share my favourite products with my audience. It's such an easy brand to work with, I'm enjoying every second of it.
When did you first discover Neutrogena?
Like most women, I discovered Neutrogena during my teens when battling breakouts and I continued to love them through my twenties, and now in my thirties. They have such a wide range of products to suit all skin types and ages, I kind of just ended up growing up with the brand and kept moving on to the next product range that suited my needs. I trust my skin in Neutrogena's hands, it's affordable and it works. What's not to love?
What are your favourite products from the brand?
I'm obviously obsessed with the Deep Clean Cleansing Oils - they're a game changer! I've been a huge fan of cleansing oils and balms for years, but the price point for these kind of products was always very high. I was so excited to learn that Neutrogena was coming out with a pocket-friendly solution that matched my fave luxury cleansing oils in performance, and I was so excited to share this amazing find with my audience.
Aside from the oils, I have so many other Neutrogena faves that it's hard to narrow it down. I definitely can't live without having a packet of the Makeup Remover Cleansing Wipes in my gym bag, there's always a stack of the Hydro Boost Hydrating Hydrogel Masks in my fridge for tackling dry, dull skin days, and the Ultra Sheer Mist with SPF50+ is so easy to use and ultra light.
Can you take us through your creative process and the content you're creating with Neutrogena?
When I'm creating content for my audience my main goal is to give value to my audience. I like to brainstorm through ideas for content that are solving problems for my followers and answering the questions they ask me on a daily basis.
I'm always asking myself how I can offer a beauty solution by sharing snippets of my beauty routine. The best content always comes from giving a sneak peak into your personal beauty cupboards and being able to naturally and authentically chat about how you use a product, where it sits amongst your other favourite brands and products, and why you love it.
What's important to you when working with brands?
Authenticity is number one for me, and making sure that the content doesn't become too brand shaped or full of industry jargon.
Neutrogena are amazing to work with because they always want me to speak about the products I love in my own voice and in a way that feels natural to me. My work with them feels like a true collaboration where I can fully be myself and look like myself. The team are always excited about and interested in my creative input and ideas on everything from photoshoots, to the content I create at home, and that makes such a huge difference in keeping a collaboration feeling natural and authentic.
I think it's widely known now that cookie cutter briefs and 'ad' heavy feeling content, that is rigidly controlled by a brand, simply doesn't work when trying to create an authentic buzz around a brand or product launch. It's super important to me that I'm working with brands that first and foremost respect me and my relationship with my audience, and trust me to share their product launch and messaging in the way that I normally would.
What advice do you have for upcoming influencers on brand collaborations?
Communicate! Don't just simply accept a brief if it doesn't feel right. Speak to the brand and PR team about any ideas you have and ways that you think the content would be most enjoyed by your audience.
If you don't like the creative concept put forward by the brand, if you aren't excited about creating a particular kind of content or if you're uncomfortable with the way the brand wants you to communicate the campaign messaging, the chances are that your audience won't enjoy the content when you do make it. It won't feel right, and both you and the brand you're working with won't benefit fully from the collaboration as much as you should.
Remember that brands want to work with you because you have a relationship with an audience that they don't. Maintaining and respecting the relationship with your audience that you have built, and staying true to your own brand should be yours, and the brands, number one priority at all times during a collaboration.
