Dinesh Ramachandran Amid backlash over influencer perks, brands like Cocokind and Vita Coco are now treating loyal customers to unforgettable trips, redefining engagement.
Brands Reconnect with Loyal Customers, Shifting Away from Influencer Trips
The trend of extravagant influencer getaways is losing its appeal as consumer backlash prompts brands to rethink their marketing strategies. High-profile influencer trips—such as Tarte’s lavish retreats in Bora Bora and Dubai—have sparked criticism for their perceived excess. As a result, some companies are now focusing their efforts on rewarding the loyal customers who support them year-round.
Rather than gifting influencers with lavish trips, brands like Cocokind and Vita Coco are shifting their focus to those who have truly helped their products succeed—regular customers. This move reflects a broader trend where brands aim to cultivate deeper, more meaningful relationships with their customer base.
For example, in 2023, hydration brand Waterboy took a group of customers to Mexico, while makeup brand Refy treated its followers to a trip to Spain. Cocokind, the beauty brand, went even further in January by sending seven loyal customers on an exclusive getaway to Napa Valley. Maria Maciejowski, Cocokind’s CMO, shared that this initiative came after the brand evaluated the costs of influencer mailers and found that rewarding customers might offer better returns. “At the end of the day, those are the people who are showing up for you every single day,” she remarked.
Cocokind’s trips are designed not just for social media stars but for customers who have consistently supported the brand through reviews, feedback, and word-of-mouth. The emphasis is on authenticity and passion for the product, rather than follower counts.
This shift signals a broader movement in marketing toward community-building and customer-centric experiences, offering brands a chance to connect with their most dedicated advocates in a more personal and impactful way.
