Consumer Informed
This event took place on Wednesday 19th June 2024.
This discussion focused on showcasing knowledge that educates consumers. Featuring Q&As with Hannah Blake (@Eliza) and Katie Onyejekwe (ex-Skin Rocks).
SPONSORS
PANEL
LEON BAILEY-GREEN, PRODUCER, UPPER CLASH
Hosting this roundtable discussion Leon Bailey-Green, along with Kellie Hill, opened the session by showcasing examples of brands that provide educational content.
KELLIE HILL, PRINCIPAL CONSULTANT, GATE ONE
Gate One is a leading digital and business transformation consultancy focused on designing and delivering meaningful change for some of the world’s most interesting, innovative and influential organisations.
HANNAH BLAKE, MANAGING DIRECTOR, @ELIZA.CO.UK
Launched in 2022, @eliza has swiftly emerged as a dynamic fashion and beauty social media brand, helping Gen Z & Millennial women to shop the high street via its creator led content. Gaining prominence through its viral 'Guess which outfit is more expensive' challenges, showcased on Instagram (157k) and TikTok (5.9m likes), Eliza has successfully blended entertaining formats with authentic shopping advice. As a part of the Daily Mail Group, the brand, subtly guides consumers to reconsider their perception of value, often revealing that budget-friendly items are perceived as the most expensive.
KATIE ONYEJEKWE, SKINCARE EDUCATOR
With a passion for skincare education and over 12 years industry experience, qualified esthetician Katie Onyejekwe spearheaded content and education at Skin Rocks, the beauty brand created by 'queen of skincare' Caroline Hirons. After almost 3 years at the brand, Katie still works with Skin Rocks as a contributing expert writer whilst also collaborating with other brands on producing highly informative and engaging content with a strong focus on consumer education. She has also worked with renowned brands including Estee Lauder, Marks & Spencer, Emma Hardie and Medik8.