Managing the social media presence of a global beauty brand is not a campaign. It is a daily commitment — and one that requires a team with editorial discipline, creative instinct, and the ability to manage relationships with content creators while keeping the brand’s voice consistent across every post, every story, every interaction.
EDC took on that commitment for Wella Portugal and OPI Portugal in 2023, and has delivered it every day since. The scope covers daily content creation and publication for both brands, community management that keeps the audience engaged beyond the feed, and an influencer marketing programme built on careful creator selection, thorough briefing, and precise performance tracking.
The influencer strategy is built for relevance over reach. EDC manages annual partnerships with carefully selected creators who genuinely align with the Wella and OPI brand values — handling everything from initial outreach and briefing to content approvals, publication timing, and campaign reporting.
The result across the partnership has been a growth of 5,000 followers with minimal paid investment — a figure that reflects genuine community building rather than paid acquisition. For a brand like Wella, where professional credibility and consumer aspiration must coexist, that kind of organic growth is the metric that matters most.