Communicating Authenticity Through Diverse Influencer Tiers


How CLIO Cosmetics achieved 10x ROAS on Amazon Prime Day for a new mascara launch in the U.S. with influencer marketing

US · TikTok, Instagram, YouTube


CLIO Cosmetics is a K-beauty brand with an established presence on Amazon and best known for its long-lasting, high quality makeup products. 

With several months of collaboration under its belt, BorderX aimed to set up an awareness campaign around the official launch of CLIO Kill Lash Superproof Mascara (04 Extreme Volume) in order to increase its visibility and drive conversions to Amazon.

What we did

CLIO Cosmetics is a company that puts self-confidence and transformation at the forefront of its messaging through accessible makeup. CLIO’s strategy centered around authenticity and diversity, both important pillars for their target audience of Millennials and Gen Z populations.

For the launch of their new clean, vegan mascara (CLIO Kill Lash Superproof Mascara), we prepared an influencer mix of macro, mid-tier, and micro influencers. Mid-tier influencers were utilized to create brand awareness and web traffic through their wider reach while micro influencers would build trust and increase engagement.

Macro influencers shared their message on YouTube and Instagram for high-quality and wider reach, whereas TikTok was employed in taking advantage of popular trends for beauty influencers. All influencers were given plenty of room for creativity, which ultimately resulted in viral content. In the end, influencers were successful in encouraging followers to give the mascara a try.

ROI (Amazon Prime Day sales)
total views
clicks to Amazon page