#KnowyourMIV: Mariale x Murad Skincare

Céline Sabbagh

Welcome to our series #KnowYourMIV. In this article we are looking into the partnership between Mariale Marrero and Murad Skincare. Mariale Marrero is a beauty influencer and Youtuber, who started her social media journey after she moved to America from Venezuela several years ago. She started creating content on social media and gathered an audience with her unique perspective and profound passion for the beauty industry. Her hard work did not go unnoticed and today she is a widely recognized influencer with over 20M followers across her social channels. Mariale has turned this influence into a successful career, and she has collaborated with several notable beauty brands such as L’Oréal and Too Faced. We took a closer look at how impactful these partnerships can really be. In this article, we are analyzing the partnership between Mariale Marrero and beauty brand Murad Skincare over the last year by using our proprietary data algorithm called Media Impact Value™ (MIV®).

#KnowYourMIV: Mariale Marrero x Murad Skincare

Mariale Marrero has collaborated with Murad Skincare on multiple occasions, and this collaboration has bloomed into a long-term partnership between the brand and the influencer. Murad has described Mariale as an ideal partner due to her passion for effective skincare. When we asked Murad Skincare what does Mariale represent for their brand, Ivana Cebrowski, Manager, Influencer Relations and Strategic Partnerships at Murad stated - ‘As a brand that yields clinically proven results, we look to collaborate with influencers who are passionate about not only skincare, but skincare that works! Trusted by her millions of followers, Mariale's authentic voice and ability to educate her community makes her a trusted resource when it comes to all things skincare and beauty and an ideal partner for Murad’. This partnership has proven to be successful and Mariale has generated an impressive total MIV® of $3.7M across 14 placements for Murad Skincare this year.

Mariale’s top post for Murad Skincare is a picture she posted earlier this year on her Instagram account where she has 3M followers. In the picture she is sporting a green look from head to nails with a caption ‘GREEN’. To achieve this look, she had used a selection of cosmetics including Murad Skincare retinol youth eye serum. The post alone generated a total MIV® of $602K.

Mariale’s second best performing post for Murad Skincare was an Instagram picture from February, in which she poses with her little sister. She mentions she is wearing a wrinkle corrector from Murad Skincare and this post generated $461K in total MIV®.

One of Mariale’s other high ranking posts for Murad Skincare is an Instagram picture taken during her vacation in the Dominican Republic, where she addressed the importance of sun protection. For avoiding sun damage and maintaining that healthy vacation glow, she listed some of her favorite products which included Murad’s rapid dark spot correcting serum. The picture generated a total MIV® of $377K and a flood of heart emojis in the comment section.

Read our exclusive interview with Mariale

In order to better understand Mariale’s point of view on her partnership, we had an exclusive interview with Mariale where we discussed her partnership with Murad Skincare, her thoughts on the future and more. Read it all below!

How would you describe your long term partnership with Murad Skincare?

To be able to represent Murad, a brand I truly have loved for years, is what I’d describe as a dream! I try to do the brand justice with each piece of content I produce. It’s an easy job when you love skincare as much as I do!

What is your favorite Murad Skincare product? 

I swear by Murad's Essential-C Day Moisture Broad Spectrum, SPF is a must for me. It’s always in my bag!

What does Murad Skincare represent to you? 

Murad Skincare to me represents this amazing balance of classic and new. It’s an iconic brand with a long and beautiful history but they still never stop innovating!

Where do you envision yourself in 5 to 10 years? 

Sometimes it’s intimidating to me to think about the future, but it’s actually a reason why I am so inspired by Dr. Murad- did you know he started the brand in the late 80’s when he was 50 years old? One thing I can certainly envision for myself is having great well- maintained skin, that’s for sure!

We hope you enjoyed this installment of #KnowYourMIV where we analyzed the data behind Mariale Marrero’s partnership with Murad Skincare. 

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