Boxycharm’s Yosef Martin on Building Real Relationships With Influencers

If you want influencers to promote your brand, you might want to take them to Miami. Or to a barbecue, or to Coachella, or somewhere else in the world. Regardless of the location, keeping a close relationship with the influencers you work with is key to engendering them to a brand, said Boxycharm chief executive officer Yosef Martin. Befriend them, party with them, take them on trips, show them around the office and invite them to meetings — it’s likely to be repaid in the form of a non-paid, organic mention on their social media platforms come unboxing time. In fact, Boxycharm didn’t begin cutting checks to influencers until it had reached $100 million in sales, Martin said. Boxycharm, a six-year-old beauty subscription box service that works with brands such as Briogeo, Butter London and Farmacy, has been practicing its “influencer experience” strategy for about five years, treating the influencers it works with as literal friends of the brand. Instead of paying influencers directly for mentioning Boxycharm, Martin said the company focuses its budget primarily on developing personal relationships with them by taking them on expensive trips and gifting them with lavish experiences. “These are the high rollers in the casino, and we

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