InnovaDerma PLC (LSE:IDP) chief executive Blake Hughes joins Proactive London to talk about the company's appointment of Instagram influencer and former Love Island contestant Liberty Poole as a Skinny Tan brand ambassador.
The 22-year-old won the hearts of the nation when she said she had found self love in the villa as well as 1.5mln Instagram followers, of which more than 90% are female.
Hughes says Liberty's values of self love, self worth and female empowerment are very much aligned with those of Skinny Tan as well as her 'warmth and authenticity'.
He says the partnership is 'high impact and cost effective' and will significantly increase brand awareness to a key tanning demographic and as well as supporting its strategy to diversify its customer base and digital media channels.