James Charles’ ‘Instant Influencer’ gives beauty brands a direct line to Gen Z

Gen Z is getting its reality TV fix online, and beauty brands are following its lead. This is especially true of Morphe, which announced a partnership last week with Ashley Strong, the winner of James Charles’ reality competition “Instant Influencer.” After leveraging gifted product placement in the popular YouTube Originals show, which launched in April, Morphe enlisted Strong as the face of its new holiday capsule collection that went on sale online and in […]

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