Move over, influencers.
There’s a genuine shift towards celebrating and involving natural communities in branding—case in point: Tarte Cosmetics.
Rather than solely focusing on high-profile influencers, Tarte celebrated teachers, calling them the “original influencers.”
Their recent campaign is a testament to the trust and relatability real people bring.
Vaishali Shah, one of the featured teachers, encapsulated the sentiment: “The fact that we’re able to be celebrated and feel beautiful is beyond my wildest dreams.”
Tarte’s founder, Maureen Kelly, summed it up: “Community is the most important. They’re who buys our products; they’re who I create them for.”
Takeaway: Brand communities are cult brands’ heartbeat, driving their ethos and success.