Virtual Travel Retail Expo unveils KOL ambassador line-up

Virtual Travel Retail Expo KOL Ambassadors Yurina and Karen Lee

A number of beauty key opinion leaders (KOLs) are set to participate in the KOL Ambassadors campaign at the The Moodie Davitt Report’s Virtual Travel Retail Expo, taking place from October 12 to 16.

The line-up includes Singapore-based beauty KOL Yurina, whose 2.95 million followers are mainly Chinese in China and overseas Chinese. Her key platform is Weibo and her areas of interests include beauty, cosmetics, fashion and food.

Hong Kong actress Karen Lee is also set to participate. Lee has 330,000 followers in mainland China and Hong Kong, Singapore and Malaysia, and focuses on beauty, cosmetics, wine & spirits and accessories. Her key platform is Weibo.

Other participating KOLs include US-based Josue Romero, known as “The Garnish Guy,” who focuses on wine & spirits content and currently has 90,000 Instagram influencers. Australia-based photographer KOL Paul Kristoff, “The City Lane,” is also set to participate. He currently has 100,000 Instagram followers.

The KOL Ambassadors campaign was developed in collaboration with marketing, communication and design agency Filtr and Asian communications consultancy Qinrive.  Exhibitors are encouraged to showcase their launches to the KOL ambassadors, who will then share the content with their followers.