Laura Mercier is reshaping its creator strategy by launching The Laura Mercier Collective, a group of tastemakers who act as both brand consultants and advocates. The beauty brand is also shifting investment away from a small number of mega influencers towards a broader network of micro creators and trusted voices with authentic connections to the brand.

In light of the current influencer fatigue, this strategy highlights the evolution of influencer marketing, demonstrating the importance of authenticity, trust and community relevance. As consumers increasingly seek recommendations from relatable and credible voices, brands have an opportunity to build stronger advocacy through niche creators.