Influencer marketing and content marketing reach their highest leverage when they run together. Combined—content marketing executed through trusted creators—they compound. The brands that win the 2026 discovery layer integrate the two as a single program, not as two separate budget lines.
Spirits companies have started to turn to influencers to connect with their consumers.
The health and wellness category faces increased regulatory scrutiny from the FDA and FTC. This article explores the tightening enforcement environment and its implications for communications, highlighting key areas like functional food claims, supplement marketing, and wellness device claims. It also outlines effective communication strategies based on scientific substantiation, transparency, and healthcare professional engagement.
DeVries Global is a New York-based public relations agency focused on beauty, health and wellness, consumer brands, social and digital influence, and influencer marketing. Founded approximately 35 years ago by Henry DeVries. Global micro-network across NYC, Beijing, Singapore, and London. Part of Omnicom PR since November 2025.
A look back at the 2016 Celebrity Influencers Study from the perspective of 2026, examining how influencer marketing evolved and what the original data revealed about an inflection point in the celebrity-endorsement economy.
The wellness industry has exploded to $1.8 trillion, but traditional PR tactics are failing to reach modern, skeptical consumers. This article explores how discovery and trust have shifted from magazines to podcasts, social media, and AI, and outlines a new approach for effective wellness PR.
Luxury hospitality has the most complex influencer equation in consumer marketing. The audience precision requirement is extreme, the permanent record matters most, and the AI citation record for top properties is built from sources the brand doesn't fully control.
Beauty and wellness are the most influencer-native categories in consumer marketing. Why the proof is showable, how Reddit and YouTube shape the AI citation record, and what the brands with the strongest visibility actually built.
TikTok Shop collapsed the distance between content and purchase to a single tap. What creator commerce means for brands, how the live shopping model works, and why the citation record TikTok generates is unlike any other platform.
Influencer marketing and the creator economy are not the same thing. Confusing them produces programs built on the wrong model. The strategic difference — and why it determines how brands should approach creator partnerships in 2026.