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The trip everyone talked about. Not all of it was nice.
In January 2023, Tarte flew a group of influencers to the UAE: Emirates flights, private villas, content everywhere. It worked, in the sense that everyone talked about it. But a lot of the talk was "must be nice" and "who's paying for this?", and critics called it tone-deaf.
- Jan 2023
- "Trippin' with Tarte" to the UAE, with a group of influencers including Alix Earle.
- $13,254
- One return business-class fare on that route, as cited by Vogue Business.
- "Tone-deaf"
- How critics described the trip, amid recession fears.
Sources: Vogue Business, Glossy, The Miami Hurricane, Cosmetics Business. Reports disagree on cabin class; most say business.
What small brands can take from it
- 1
Big trips get views
But followers know it's a perk, so they discount what they see.
- 2
Real reactions get trust
A creator opening a box she picked, at home, saying "wait, this is so good".
- 3
Trust gets sales
That costs you one product, and people believe it.
The maths
One flight vs 20 gifts
An example for a made-up skincare brand, Fernwood. Use your own cost price, not your retail price.
$13,254
One return business-class seat. One person, one trip, and a feed full of "must be nice".
$520
Twenty creators, twenty unboxings at home, twenty reactions their followers actually believe.
Real examples
See it done for real
The big trip, and the small boxes. Tap a video to watch it here.
Pick your budget
$15 / creator
One hero product and a note. 20 creators for about $300.
$30 / creator
Two products they pick, plus a keepsake. About $600.
$60 / creator
A full kit and branded packaging. About $1,200.
Example numbers only. Your costs depend on your products, packaging and where you ship.
Find the right 20
- Go small. Creators with 1k–50k followers usually get more comments per post, and their audience trusts them like a friend.
- Look at comments, not followers. Real questions ("where is this from?") beat a wall of emojis.
- Match the niche. They should already post about your category, so your product fits their feed.
- Find people who already love you. Search your brand name and tagged posts first. Customers who post are your easiest yes.
- Check the vibe. Scroll back a month. Would you be happy seeing your brand next to their content?
Let them pick
- Choice makes the reaction real. A creator who picked their shade or scent is opening something they actually want.
- Offer 3–6 options. Enough to feel personal, few enough to keep stock simple.
- Collect everything in one go: their picks, size or shade, and shipping address. No back-and-forth DMs.
- Ship fast. Send within a few days, while they're still excited.
Send a message that sounds like a person
- Say why them. Mention a specific post you liked.
- Make it a gift, not a deal. No posting required. Pressure makes reactions fake.
- Keep it short. Five lines, one link.
Copy and edit
Hi Maya! I'm Sam, I run Fernwood, a small skincare brand. Your morning-routine video last week was so calming, and it's exactly who we make our products for. 🌿
We'd love to send you a gift. Pick any two products here and add your address: [your gifting link]
No posting needed. If you love it, we'd be so happy to see it. Either way, enjoy!
Pack for a real reaction
- Hand-write a note with their name. It's the first thing they'll show on camera.
- Add one thing worth keeping: a pouch, a sticker sheet or a card. (Comment KEEP on our Reel for 10 ideas.)
- Make the first second interesting. Tissue, a sticker seal, the product on top. Something to open, not just a box of stuff.
- Never send a script. "Wait, this is so good" only works when they mean it.
Say thank you, then reshare
- Watch for posts for two to three weeks after delivery. Many creators post a week or two later.
- Thank everyone, whether they posted or not.
- Ask before you reshare, and ask if you can use the video on your product page or in ads.
- Invite the best fits back. Creators who loved it are your next 20, or your first paid partners.
Don't
- Require a post in exchange for the gift
- Send a script or a list of talking points
- Pick creators only by follower count
- Send the same box to everyone without asking
- Forget to follow up
Do
- Let them pick what they want
- Write their name on the note
- Ask them to mark it as gifted (#gifted or the platform's label). Gifted posts need disclosure.
- Track who got a box and who posted
- Reshare the real reactions
Your first month
Day 1
Shortlist 20 creators and set up your 3–6 product options.
Day 2
Send 20 personal messages with your gifting link.
Days 3–7
Pack each box with a named note and ship as picks come in.
Weeks 2–3
Watch for posts. Thank everyone, posted or not.
Week 4
Reshare the best reactions and pick your next 20.
Your 20-creator tracker
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