The Glossy Beauty Podcast

Marianna Hewitt of Summer Fridays: ‘Video is really what gets people to convert’

May 18, 2023

Marianna Hewitt, co-founder of Summer Fridays, talks about her journey as an influencer, the success of their cult jetlag mask, strategies for going viral on social media, and the rise of short videos and TikTok. She discusses launching Summer Fridays with Sephora, their collaborations and offline community building efforts. Marianna emphasizes the importance of video content in attracting and converting consumers in the beauty industry.

40:20

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Episode guests

Marianna Hewitt

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Video is the most effective sales driver on Instagram and TikTok.

Retail partnerships are crucial in the beauty industry for providing customers with a hands-on product experience.

Deep dives

The Early Days of Influencer Brands and the Launch of Summer Fridays

Maryana Hewitt, one of the original Instagram influencers, co-founded Summer Fridays in 2018. As the first influencer brand at Sephora, Summer Fridays gained popularity with its cult jetlag mask. The brand received funding from Prelude Growth Partners and expanded its product line to include skincare and makeup.

Introduction

4min

Exploring the Early Days of Instagram and the Potential of Influencer Marketing

3min

Launching Summer Fridays with Sephora

19min

Collaborations, Community Building, and Creating Offline Experiences: Summer Fridays' Approach

2min

The Importance of Physical Events and Social Media Platforms

8min

The Importance of Video in Beauty and Future Plans for the Brand

2min

Influencer brands might be common now, but that wasn’t the case half a decade ago. One of the original Instagram influencers, Marianna Hewitt launched Summer Fridays with her co-founder Lauren Ireland in 2018. As the first influencer brand at Sephora, Summer Fridays quickly became a top seller with its cult Jet Lag Mask. Funded by Prelude Growth Partners, the brand now has a full lineup of skincare and makeup products.

On this week’s Glossy Beauty Podcast episode, Hewitt joined to talk about her career and how she discovered the power of Instagram early after starting out her influencer career on YouTube. She also shared strategies for going viral on social media with collabs like her Erewhon smoothie, as well as her thoughts on the most effective social platforms and formats for driving sales. While she may have gotten in on Instagram in its photo days, she discussed why the video format is the most effective sales driver on both Instagram and TikTok.

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The Glossy Beauty Podcast

Marianna Hewitt of Summer Fridays: ‘Video is really what gets people to convert’

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Early Days of Influencer Brands and the Launch of Summer Fridays

Maryana's Journey as an Influencer and the Evolution of Social Media

The Influence and Impact of Instagram and TikTok

The Journey of Summer Fridays: From Launching at Sephora to Clean Beauty

Remember Everything You Learn from Podcasts