Behind the Screen: ILIA Beauty is Prioritizing Community Events IRL
Interview with Tyra Booker, ILIA Beauty's Senior Director of Social and Influencer
Behind the Screen is a series on Following Up, featuring the minds behind brand’s influencer + community strategies. We often forget that there is a person or team behind the paid partnerships we consume, so I wanted to bring these people in front of the camera for a change.
Where are you based?
New York and Los Angeles (Bi-coastal girly)
How long have you been working in the influencer industry?
My whole life! I started as an influencer on YouTube when I was 13.
Incredible! I love that so many marketers were creators first. How long have you been at ILIA, and how has it evolved since starting?
In the past three years, the clean beauty landscape has grown tremendously. In a post-COVID world, showing up offline and in real life (IRL) has made a comeback. We're experimenting more with experiential marketing than ever before, especially after seeing the success of our first pop-up last year in LA. The pop-up was for the launch of our Skin Rewind Complexion Stick.
Has the industry changed since you first started your career?
The democratization of the influencer landscape has changed. Previously, a few macro influencers controlled the beauty market. Now, with platforms like TikTok, anyone can go viral overnight and become an influencer. Today, it’s less about the size of your audience and more about the perspective you offer. Your POV needs to be unique and ownable.
How would you describe ILIA’s influencer ecosystem, and how it sits in the larger marketing strategy?
I manage the entire influencer ecosystem, from organic to paid, and it’s a large part of our marketing strategy. I focus on the entire awareness funnel: What is our creative concept, and how can we build a world around it? If you lean too heavily into one part, it can detract from building brand equity. It’s all a delicate dance.
What is your philosophy on briefing creators to keep the brand guidelines in place while still giving the influencer creative control?
I want influencers to create content that feels natural to them, and it's even better if they can lead the creative concept. Content always performs better when it's authentic to the influencer's channel and less restricted by brand guidelines. While it's easier said than done when content is tied to an ROI, it's still my preference, even as a micro-influencer myself!
With trends always changing, how do you stay on top of current social conversations?
I’m chronically online <3. I also use any free moment to go to a concert, gallery, or movie as a source of inspiration, to be part of the culture, and to understand what/who people are connecting with—helping me create new ideas without solely relying on trends to drive engagement. Often, the less you stay on your phone, the better.
How do you measure success for your campaigns?
When someone comes up to me and tells me they tried and loved ILIA for the first time because of something I worked on :)
Are there any influencers you have loved working with?
I am really interested in working with influencers and/or brands in a 360-degree capacity rather than just through one-off campaigns, especially with talent that has a niche outside of traditional influencing. A great example of this is when we partnered with architect, Gustaf Westman. We collaborated with him takeover Cafe Telegrama in LA and design the space inspired by our newest launch Eye Stylus Shadow stick. We also invited our community test the product out with masterclasses at our pop-up.
Who would you love to work with?
The original influencer, Chloe Sevigny.
Is there an ILIA campaign or influencer post that you’re particularly proud of?
I really love when we're able to partner with a creator during timely cultural moments rather than just brand-dedicated ones. Last month, I was in New York for NYFW, where we debuted our newest launch, the Eye Stylus, during the Collina Strada Fashion Show. Hilary Taymour is such a playful, color-forward, and sustainable designer, so we thought it was the perfect opportunity to showcase artistry with the product. We debuted it during her fashion show, co-hosted a dinner with Hilary, and sponsored her afterparty. It was such an amazing way to introduce new faces to the brand!
Timely moments can also stem from my personal consumption of pop culture, such as finishing the latest season of Love Island USA and working with Leah Kate, or listening to Addison Rae's new EP and incorporating her into the brand as both a friend and a fan. I also really love watching what Toni Bravo is doing for inclusivity within the beauty community, watching her grow has been a joy to watch. The best partnerships are built on cultivated relationships and real-life experiences. A quote I live by is if you look at the people in your circle and don’t get inspired, then you don’t have a circle, you have a cage.
Writing that quote down! And I have loved y’alls Eye Stylus Launch and the way y’all are showing up IRL.
Now for a few final, fun questions:
Favorite product from Ilia?
I have to do three. Skin Rewind Complexion Stick, True Skin Concealer and Limitless Mascara.
Book, podcast or music on your morning commute?
Everything is Romantic by Charli XCX because it is! <3
As an influencer yourself, what brand(s) would you want to partner with?
I have been fortunate to work with a few of my faves! I’d say luxury fashion + beauty content tends to be my favorite so anything The Real Real, Miu Miu or Sandy Liang sign me up. I once got my makeup done by Pat McGrapth, and that was the best I’ve ever looked so I would not mind doing that again.
Can you also share the last item you bought based off of an influencer's post and who the influencer was?
I tend to love the model off duty look. The Vogue Beauty Secrets videos get me everytime. Anything that is repeat featured I’ve bought like the Chanel Baume Essentiel Multistick, Pat McGrath Foundation, and Pat McGrath Concealer. Anok Yai’s is one of my favorites!
You can stay in touch with Tyra on Instagram & if you aren’t already, give ILIA Beauty a follow! Highly recommend the Tinted Lip Oil and can’t wait to try the new Eye Stylus Shadow Stick.
i love this series!
loved this one! I want to know what galleries, concerts and movies Tyra is going to!