First Cosmetics Brand to Launch Its Own Virtual Influencer

Working with essence, the first cosmetics brand to launch a virtual influencer, Kubbco developed Kenna, a self-described girlbot. essence will feature Kenna on its Instagram channel starting today. Kenna will also have her own channel.

“Kubbco is excited to be working with essence on this innovative approach to influencer marketing,” said Chris Kubbernus, founder and CEO, Kubbco. “While other brands including KFC have launched their own virtual influencers, this marks the first time a cosmetics company has showcased one. essence’s goal with Kenna is to get even closer to its followers, tell a unique story through Kenna and show true innovation in technology and social media.”

To help Essence create even stronger connections with cosmetics fans around the world, the brand worked with Kubbco to develop Kenna, a product marketing intern at essence, who represents the latest advances in 3D technology.

Virtual influencers are computer-generated digital avatars who are becoming increasingly popular on Instagram. Lil Miquela, Noonouri and Shudu Gram are three of the best known virtual influencers, all controlled by agencies and production houses, who have worked with brands like Samsung Mobile, Calvin Klein, Marc Jacobs, Balenciaga and Valentino. Virtual influencers have almost three times more engagement than real influencers, according to a recent study.

Kenna will give fans a unique insight into working at essence, showing everything from product development to what goes on at company events and parties. Her life will be further explored through her day-to-day activities, her love of animals and her life as a ‘girlbot.’