The Australian Influencer Marketing Council (AiMCO) announced Australian beauty retailer, MECCA, as its latest member, to drive influencer marketing across its campaigns.
MECCA has been engaged in the Australian influencer marketing landscape, building long-standing relationships with creators to champion its curation of beauty brands from around the globe.
MECCA partners with talent to generate momentum around launches, while also investing in a trusted network of emerging creators, educators, tastemakers, and cultural voices who drive meaningful engagement through storytelling. At the heart of this approach is MECCAWORLD, MECCA’s evolving creator advocacy framework that fosters lasting relationships, brand love, and community connection across all tiers of influence.
MECCA’s engagement in creator-first partnerships is seen in MECCA Muses and the Charlotte Tilbury Glow Squad, alongside initiatives including the NARS Artistry Program supporting industry makeup artists.
The retailer has tapped into moments such as the Australian Open, Mardi Gras, and Charlotte Tilbury’s Australian visit to engage new audiences. Whilst MECCA’s new micro and nano creator initiative, the MECCA Beauty Exchange Program, has fostered relationships with the next generation of influential voices.
“Creators are at the heart of how we tell stories and connect with our community. Being part of AIMCO allows us to continue raising the bar on how we collaborate, measure impact, and lead with purpose in a rapidly evolving media landscape,” Lucy Asker, head of PR & Influencer at MECCA said.
“MECCA’s partnership with the organisation is demonstrative of the importance of influencers to the future of beauty brands,” AiMCO managing director, Patrick Whitnall, said.
“Beauty brands have been at the forefront of influencer marketing in Australia and globally, and MECCA has consistently demonstrated how to connect with audiences in ways that feel authentic and creative. From tutorials to behind-the-scenes storytelling, MECCA has shown a willingness to innovate, experiment, and build meaningful long-term relationships with beauty fans,” Whitnall added.
“We are delighted to welcome MECCA as part of AiMCO and look forward to working together to continue shaping best practice and driving the sector forward”.
Earlier this year, AiMCO hosted two beauty influencer marketing sessions in Sydney and Melbourne, exploring trends, engagement, and driving results with beauty influencers and media experts.
Since opening the doors to its very first store in Melbourne in 1997, MECCA has redefined the Australian beauty landscape, championing retail innovation and beauty experiences to customers.
With more than 110 stores across Australia and New Zealand and online, MECCA offers an edit of the best in beauty from more than 200 brands. MECCA has a growing team of 7,000 spread across its Support Centre, Distribution Centre, and store network.
