Brand Intimacy


What: Paula’s Choice Skincare’s Rajaa Grar, Senior Director, Global Brand Marketing, reveals to Portada the keys to keeping content coherent across channels and why authenticity is critical to successful influencer marketing.
Why it matters: Paula’s Choice Skincare has built a cult following of consumers worldwide. At Portada Los Angeles, Grar will provide insights into how she uses influencers and informative content to generate brand awareness with new consumers, while deepening bonds with existing ones.

Paula’s Choice Skincare has built a cult following of enthusiastic consumers across the globe with “real talk about real facts,” and a singular focus on helping women with the truth about skincare. Founded by Paula Begoun in 1994, the highly successful cosmetic brand “helps women see real results,” according to its website. “We create skincare that’s shockingly straightforward.”

Senior Director of Global Brand Marketing Rajaa Grar is building upon and expanding the brand’s success with highly strategic influencer marketing and insightful awareness of the best approach for keeping content coherent across all marketing channels. Portada caught up with Grar for a preview of her participation at #PortadaLA on March 15th and where she will speak on “Influencer marketing: why passion and shared values are key.”

Portada: Content needs to be coherent across channels. What are the best practices for that? How do you get to that result?

 RG: For us, it all starts with a robust content and social strategy that is rooted in science-backed research and truly addresses our consumers and brand needs. We strive to empower our audience with the most educational and informative content on skin’s health and skincare while being relevant and engaging. Of course, the content may need to be customized depending on the platform but, it always needs to be aligned with our brand strategy and DNA.

Paula’s Choice Skincare’s Rajaa Grar, Senior Director, Global Brand Marketing, will be a featured speaker at #PortadaLA on March 15 when she will provide insights into how she uses influencers and informative content to generate brand awareness with new consumers.

Portada: Driving passion points through brand loyalty is key for you. How do you accomplish this and what role does influencer marketing play in that?

RG: At Paula’s Choice, we are passionate and absolutely love all aspects of skincare. Our consumers know it and it is one of the main reasons that the brand has a loyal following for the past 24 years and many of our products are cult favorites across the globe. Our influencer marketing strategy is centered around generating brand awareness among new consumers and deepening our bond with existing ones. Hence, many of the content creators that we collaborate with are skincare enthusiasts and share our skincare passion. They also have followers who are Paula’s choice fans as well. They also truly respect our brand and skincare philosophy, rooted in truth and advocacy and are themselves fans of the brand.

Portada: What do you see as being the three top tips/lessons to follow when using influencers in marketing efforts?

RG:  Stay authentic to your brand’s essence when aligning with ambassadors. Don’t be driven solely by the number of followers an influencer has. Deploy your marketing resources carefully.

Getting to know our influencers on a deeper level is essential as they are an extended part of our brand family.

Portada: How does Paula’s Choice protect its brand ethos/image when using influencer marketers?

RG: We go through a careful vetting process ahead of any collaboration and of course getting to know our influencers on a deeper level is essential as they are an extended part of our brand family. When doing so, the results are not only most authentic, but our brand efforts are reaping the benefits for a longer period of time after the content goes live.

Portada: What is the profile of the typical influencer Paula’s Choice prefers to use?

RG: We do not have really a typical profile of one influencer as we want to appeal to a diverse pool of consumers. We want to empower a wider audience to discover the power of our products as our brand truly transforms skin for the better and has changed people’s lives time and time again. We aim to collaborate with influencers that authentically love our brand and have experienced the transformative nature of our products. We found that those people are the most loyal and effective brand ambassadors.

What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.


  • The National Retail Federation has reported that holiday sales in 2018 weren’t as good as expected. Just after the U.S. Commerce Department announced retail sales for December fell 1.2%, NRF said holiday sales were up just 2.9%, while the expected rise was 4.3-4.3%. Online sales were up 11.5%, while the organization predicted growth of between 11 and 15%.


  • RSA Security LLC surveyed over 6,000 adults in Europe and America to evaluate changing attitudes towards data, privacy, and personalization. According to the results, 59% of consumers believe that personalization to create tailored newsfeeds is unethical, and only 48% of consumers believe there are ethical ways companies can use their data.


  • According to MBLM‘s 2019 Brand Intimacy Study, brand intimacy is the emotional science that measures the bonds consumers form with the brands they love. In the latest ranking, Disney overtook Apple, and Amazon came in third. The remaining brands in the top 10 were: Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford, and Chick-fil-A. Millennials and users aged 35–54 were more intimate with media & entertainment brands, whereas users aged 54-64 did not have any brands from this category in their top five. Millennials selected YouTube as their top brand, while the age groups from 35-54 and 54-64 both selected Amazon.


  • According to a Ipsos poll conducted on behalf of Welltok, 64% of employed Americans feel stressed at work. A third (33%) said that work stress is negatively impacting their life and 35% have seriously considered changing their work situation due to stress. Even though 65% believe companies should be helping employees handle or reduce workplace stress, only 33% say that their employer offers them tools and resources to help them reduce work stress.