Episode Summary: The Evolution of Influencer Marketing with Ryan Roth from Peter Thomas Roth

Podcast Details:

• Title: The Marketing Millennials
• Host: Daniel Murray
• Episode: 313 - The Evolution of Influencer Marketing with Ryan Roth, from Peter Thomas Roth
• Release Date: February 26, 2025

Introduction

In Episode 313 of The Marketing Millennials, host Daniel Murray engages in an insightful conversation with Ryan Roth, the Manager of Influencer and Brand Partnerships at Peter Thomas Roth. As a seasoned figure in the skincare industry, Ryan delves into the intricacies of influencer marketing, leveraging viral moments, and building a trustworthy brand in the competitive beauty sector.

Background of Peter Thomas Roth

At the outset, Ryan provides a comprehensive overview of the Peter Thomas Roth brand. Founded over 30 years ago by his father, the brand was established to fill a gap in the skincare market for clinically effective and thoughtfully formulated products. Unlike many competitors offering "overnight magic creams," Peter Thomas Roth focuses on transparency in ingredients and rapid product innovation.

Ryan Roth [01:25]: "All the ingredients are kind of front facing. It's about delivering the best innovation possible to the market."

A key differentiator for the brand is its vertical integration—developing and manufacturing its own formulas. This approach allows for faster time-to-market and ensures high-quality standards, setting Peter Thomas Roth apart in the beauty industry.

Influencer Marketing Evolution

Ryan discusses the transformative impact of influencer marketing on the brand, particularly highlighting a pivotal moment in August 2021. A TikTok video by an influencer named Trini showcased the brand's eye cream, which garnered half a million views overnight, leading to unprecedented sales and product demand.

Ryan Roth [05:59]: "Influencers are really the salespeople behind products now."

This event underscored the shift from traditional beauty advisors to digital influencers as key drivers of product success. Ryan emphasizes that influencers have become essential in reaching vast audiences efficiently, especially for skincare products that resonate universally.

Building the Influencer Program

Ryan elaborates on building a robust influencer program from the ground up. Initially limited by budget constraints, the strategy focused on seeding products to a diverse range of influencers, from micro-influencers to celebrities. This inclusive approach ensured widespread brand visibility and engagement.

Ryan Roth [13:45]: "It's just really finding interesting people. We can't work with everyone, so it's a fun way to touch people."

A significant aspect of their strategy involves creative and memorable PR packages. Ryan recounts an innovative PR box sent to influencers, designed to tell the brand's story and create a lasting impression. This emphasis on thoughtful packaging has become a staple in their marketing campaigns, enhancing influencer experiences and fostering authentic brand relationships.

Viral Products and Brand Evolution

Peter Thomas Roth has consistently leveraged viral moments to maintain brand relevance. Beyond the current trending eye cream, the brand has a history of viral successes, such as Bill Clinton's use of their sunscreen, which gained widespread media attention.

Ryan Roth [16:55]: "It's really about delivering results. It's not just a nice experience; it delivers outcomes."

Maintaining a franchise of related products allows the brand to sustain momentum and capitalize on each viral event effectively. This approach ensures continuous engagement and reinforces the brand's reputation for delivering tangible skincare benefits.

Social Media Strategies

Ryan outlines their multifaceted approach to social media, emphasizing it as both an educational portal and a discovery tool. High-quality, educational content is paired with strategic influencer collaborations to amplify brand messages and drive sales.

Ryan Roth [12:15]: "Social media itself is kind of like an education portal."

The integration of TikTok Shop emerged as a pivotal initiative, enabling direct sales through the platform. Despite initial technical challenges, the swift and successful integration resulted in significant revenue growth, highlighting the platform's potential for e-commerce in the beauty industry.

Ryan Roth [10:04]: "In record timing, they did the fastest integration in seven months."

Influencer Selection and Campaigns

Ryan shares insights into their influencer selection process, which prioritizes creativity and authenticity. While initially driven by personal connections, the process has evolved to include a dedicated team that identifies up-and-coming influencers who align with the brand's values and aesthetic.

Ryan Roth [13:45]: "It's just really finding interesting people. We can't work with everyone, so it's a fun way to touch people."

The balance between celebrity endorsements and micro-influencer campaigns is crucial. Large-scale celebrity campaigns generate substantial media buzz and have lasting cultural impacts, whereas micro-influencer collaborations foster deeper connections within niche communities.

Ryan Roth [27:21]: "Both are effective in different ways."

Adapting to Social Media Trends

The discussion shifts to evolving social media trends, particularly the enduring popularity of "Get Ready with Me" (GRWM) videos on platforms like TikTok. Ryan emphasizes the importance of authenticity and the deep connection audiences seek with influencers.

Ryan Roth [24:22]: "There is just such an urge to feel really connected to an influencer."

He also touches upon the necessity of integrating products naturally into content to maintain authenticity and avoid overt sales pitches, which can alienate viewers.

Ryan Roth [26:14]: "People just kind of want to see it woven into a routine."

Rapid Fire Insights

In a rapid-fire segment, Ryan shares his preferences and perspectives on various social media and marketing topics:

• Most Underrated Social Media Platform for Beauty Brands: YouTube

  Ryan Roth [29:47]: "I think it's going to be YouTube."

• If You Could Only Keep One Platform (TikTok vs. Instagram): TikTok

  Ryan Roth [29:51]: "TikTok."

• A Beauty Brand Killing It on Social: Kelly Rutherford Codaly Campaign

• One Influencer He'd Love to Work With: Miley Cyrus

• A Social Media Trend That Needs to Die: Dance Challenges

  Ryan Roth [30:34]: "To die like these dances."

• Favorite Peter Thomas Roth Product: The Water Trench Cream

• Marketing Hill to Die On: Authenticity Sells

  Ryan Roth [30:52]: "Authenticity sells no matter what."

Conclusion

Ryan Roth's insights underscore the pivotal role of authenticity, strategic influencer collaborations, and adaptive social media strategies in driving brand success in the beauty industry. Peter Thomas Roth's commitment to delivering effective, visually appealing products, combined with a dynamic approach to influencer marketing, ensures the brand remains a formidable player in the competitive skincare market.

For those interested in learning more about Ryan's strategies and Peter Thomas Roth's marketing playbook, following him on Instagram, TikTok, and other social platforms is highly recommended.

Connect with Ryan Roth and Peter Thomas Roth:

• Instagram & TikTok: @RyanThomasroth
• Official Brand Accounts:
  • Instagram: Peter Thomas Roth Official
  • TikTok: Peter Thomas Roth Official

Enhance your marketing prowess by tuning into The Marketing Millennials and gaining firsthand insights from industry leaders like Ryan Roth. Subscribe on Apple Podcasts, Spotify, YouTube, or your preferred platform, and join a community of forward-thinking marketers.