The key details

• REFY recently hosted an exclusive retreat in a branded villa in Mallorca for their closest community members.
• Co-founder Jess Hunt led the event, creating an immersive experience that reflected the brand's commitment to connection and authenticity.
• This retreat was not just a picturesque getaway but a testament to the stylish and aspirational REFY ethos.

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A Community-First Approach

The Mallorca retreat was more than just a series of events; it was an embodiment of the REFY lifestyle. The branded villa served as a physical manifestation of the brand’s aspirational values, providing a space where beauty, relaxation, and connection coexisted harmoniously. Every detail, from the décor to the curated activities, was a reflection of REFY’s meticulous attention to style and substance.

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So, why did this retreat work so well? REFY’s unparalleled success in community building lies at the heart of the answer. Co-founder Jenna Meek elucidates this point succinctly: “REFY has built its reputation as an influencer-led brand, but recently, we've seen a shift: our customers have become the new influencers. From including over 1000 faces in our concealer campaign to hosting many brand experiences and focus groups, we believe that our REFY community is the heart of our brand.”

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This philosophy is not mere rhetoric; it is evident in every aspect of REFY’s operations. The Mallorca retreat was a testament to this belief, offering an immersive experience that went beyond traditional brand engagement. The activities were designed not just to promote products but to foster genuine connections among attendees and between the brand and its community.

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Jess Hunt Leads REFY's Intimate Engagements

Jess Hunt, co-founder of REFY, is the driving force behind the brand’s deeply personal approach to marketing. Her commitment to personal connections with the audience during in-person activations is exemplary. Whether it is through the simple act of handing out gifts herself or capturing portraits of visitors, Hunt’s efforts underscore a profound dedication to nurturing authentic relationships.

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Hunt’s leadership in this retreat was palpable. Her presence at every session, her personal interactions with attendees, and her hands-on involvement in every activity illustrated a marketing strategy that places connection above all else. This connection-first marketing is not just a strategy for REFY; it is the cornerstone of their brand philosophy.

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Customers as Influencers

One of the most notable shifts in REFY’s strategy is the transition from relying solely on traditional influencers to empowering their customers to become influencers in their own right. The success of their concealer campaign, which featured over 1000 faces from their community, exemplifies this shift. By recognising and celebrating their customers, REFY has cultivated a loyal and passionate community that feels deeply connected to the brand.

The introduction of Instagram’s broadcast channel feature was another significant step in enhancing community engagement. REFY’s adoption of this feature highlights their innovative approach to leveraging new tools to deepen connections with their audience. This willingness to embrace new technologies and platforms is indicative of REFY’s forward-thinking strategy and their commitment to staying at the forefront of the beauty industry.

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REFY’s retreat in Mallorca was a resounding success, not just because of the stunning location or the carefully curated activities, but because of the brand’s unwavering commitment to their community. By placing their customers at the heart of their brand and fostering genuine connections, REFY has set a new standard in community-driven marketing. As the beauty industry continues to evolve, REFY’s innovative approach serves as a beacon of what is possible when a brand truly values and invests in its community.