Influencer Gifting in 2025: Why Relationships Matter More Than Reach

Abigail made it clear: at Primark, the days of sending out product with no context or conversation are over. “We don’t believe in a one-size-fits-all strategy,” she said. “It’s about listening to the influencer, understanding their world, and delivering something that feels truly personal.”

Abigail’s team is putting this into action – most notably with personalized gifting moments that reflect the life stage of the influencer, not just the brand’s promotional calendar. One standout campaign involved sending thoughtfully curated home packages to influencers who had just moved house – a small gesture that felt deeply personal and sparked real gratitude (and real content).

Her team also places a strong emphasis on building genuine connections with creators, rather than chasing fast ROI. As she shared, “It’s not just about getting a tag or a post – it’s about building long-term trust. We want influencers to feel like part of our community, not just a touchpoint.”

Elevating Advocacy Over Aesthetics

While aesthetic content still has its place, both Abigail and Grace agreed that the most powerful influencer marketing today comes from authentic advocacy, not curated perfection.

Grace noted that Coty’s approach has shifted as well, particularly in categories like fragrance. “It’s still about influencing people and building that community,” she said. “What’s different now is we really try driving more advocacy and ambassadorship.”

She pointed to Coty’s success on TikTok’s #PerfumeTok, where the brand leaned into storytelling and emotion over polished packaging. It’s a clear sign that narrative and authenticity are winning, even in traditionally difficult-to-market categories.

The Importance of Personalisation and Permission

Another key theme that emerged across the conversation was the idea of permission-based gifting. Grace was direct about its importance: “We always ask before we send. It’s not just good etiquette – it’s essential for sustainability and building long-term trust with creators.”

This ties directly into Abigail’s approach at Primark, where gifting is always contextual, respectful, and creator-led. It’s no longer about what brands want to push – it’s about what creators genuinely want to receive and share.

Why Relationship-Driven Gifting Delivers Better Results

Data increasingly shows that community-focused gifting strategies lead to stronger engagement and brand loyalty. Across industries, brands that prioritize creator relationships over flashy campaigns are seeing higher earned media value, deeper audience trust, and more lasting impact.

Abigail’s approach is a perfect example. By building slow, steady relationships rooted in mutual respect, her team sees organic storytelling emerge naturally, without needing to force a hashtag or dictate a narrative.

As she put it, “We’re not here to flood feeds. We’re here to build advocates.”

Looking Ahead: The Future of Gifting

Both Abigail and Grace agreed: the future of influencer gifting lies in experiential moments, creator collaboration, and sustainability. Gifting must be platform-specific, purposeful, and grounded in the creator’s world – not just the brand’s messaging.

WeArisma’s Strategic Takeaways:

💡 Gifting should be intentional. Prioritize long-term relationships over one-off campaigns.

💡 Efficiency is crucial. Streamline manual processes to scale your influencer gifting strategy effectively.

💡 Data-driven decision-making wins. Use performance metrics to select the right influencers for sustained partnerships.

💡 Sustainability isn’t optional. Opt for thoughtful, experience-driven, and eco-conscious gifting strategies.