Too often influencers are picked on popularity rather than relatability, with brands blinded by short-term metrics. Influencer campaigns can be expensive, lack credibility and be riddled with fake reach and engagement.

That's why with Bepanthen we created our own ambassadors by teaming up with Free4you, and creating free 'influencer' sample packages with shareable milestone content - that way we stimulated organic conversation, and long-term brand salience