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21px;--accent-m-line-height-mobile: 26px;--accent-l-line-height-mobile: 36px;--basic-xs-line-height-desktop-xl: 13px;--secondary-xxs-line-height-desktop: 21px;--secondary-s-line-height-desktop: 26px;--primary-xxs-line-height-mobile: 20px;--primary-s-line-height-mobile: 32px;--body-xxs-line-height-mobile: 15px;--body-s-line-height-mobile: 16px;--secondary-s-line-height-desktop-xl: 26px;--secondary-xxs-line-height-desktop-xl: 21px;--basic-xs-line-height-desktop: 13px;--body-xl-line-height-mobile: 26px;--body-xxxl-line-height-mobile: 30px;--primary-xl-line-height-mobile: 32px;--secondary-xs-line-height-desktop-xl: 22px;--primary-m-line-height-mobile: 29px;--body-m-line-height-mobile: 20px;--basic-xl-line-height-desktop-xl: 21px;--accent-xs-line-height-mobile: 19px;--body-l-line-height-desktop: 31px;--body-xxl-line-height-desktop: 28px;--primary-l-line-height-desktop: 30px;--primary-xxl-line-height-desktop: 40px;--primary-xxl-line-height-mobile: 33px;--body-xxl-line-height-mobile: 28px;--primary-l-line-height-mobile: 28px;--body-l-line-height-mobile: 31px;--font-family-accent: Verdana, serif;--font-family-accent-fancy: Verdana, sans-serif;--font-family-basic-fancy: "Feature Flat Text", serif;--font-family-body-fancy: "Feature Flat Text", serif} </style> <style id='larva-inline-css'> @charset(UTF-8);.editor-styles-wrapper a{color:var(--wp-admin-theme-color-darker-10)}html{--ON: initial;--OFF: /*! whitespace toggle */;--is-desktop: var( --OFF );--is-desktopxl: var( --OFF )}@media(min-width: 62.5rem){html{--is-desktop: var( --ON )}}@media(min-width: 78.75rem){html{--is-desktopxl: var( --ON )}}*,::before,::after{box-sizing:border-box;border-width:0;border-style:solid}img{max-width:100%;height:auto}figure{margin:0}[hidden]{display:none;width:0;height:0}#icon-sprite{display:none}svg{fill:currentColor}cite{font-style:normal}::placeholder{color:rgb(230, 230, 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48rem){.lrv-a-buy-now__image{width:11.875rem;left:0;padding:0 1.875rem 0 0}}@media(min-width: 62.5rem){.lrv-a-buy-now__image{width:15.3125rem;left:5.875rem;padding:0 1.875rem}}.lrv-a-buy-now__button{margin-top:1rem}@media(min-width: 48rem){.lrv-a-buy-now__button{margin-top:0;position:absolute;top:50%;left:11.875rem;transform:translateY(-50%)}}@media(min-width: 62.5rem){.lrv-a-buy-now__button{left:21.1875rem}}.lrv-a-buy-now__hr{display:none;margin:0;padding:0;border-top:.03125rem solid #000;position:relative}@media(min-width: 48rem){.lrv-a-buy-now__hr{display:block}}.lrv-a-buy-now__hr--top{top:0}@media(min-width: 48rem){.lrv-a-buy-now__hr--top{top:2.3125rem}}@media(min-width: 62.5rem){.lrv-a-buy-now__hr--top{top:3.125rem}}.lrv-a-buy-now__hr--bottom{bottom:0}@media(min-width: 48rem){.lrv-a-buy-now__hr--bottom{bottom:2.3125rem}}@media(min-width: 62.5rem){.lrv-a-buy-now__hr--bottom{bottom:3.125rem}}.lrv-a-buy-now__span{display:none;position:absolute;right:0}@media(min-width: 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img{position:absolute;width:100%;height:100%;object-fit:cover}.lrv-a-crop-3x4{position:relative;padding-bottom:133.3333333333%}.lrv-a-crop-3x4 img{position:absolute;width:100%;height:100%;object-fit:cover}.lrv-a-crop-contain img{object-fit:contain}@media(max-width: 47.999rem){.lrv-a-crop-1x1\@mobile-max{position:relative;padding-bottom:100%}.lrv-a-crop-1x1\@mobile-max img{position:absolute;width:100%;height:100%;object-fit:cover}}@media(min-width: 78.75rem){.lrv-a-crop-3x2\@desktop-xl{position:relative;padding-bottom:66.6666666667%}.lrv-a-crop-3x2\@desktop-xl img{position:absolute;width:100%;height:100%;object-fit:cover}}@media(min-width: 48rem){.lrv-a-crop-1x1\@tablet{position:relative;padding-bottom:100%}.lrv-a-crop-1x1\@tablet img{position:absolute;width:100%;height:100%;object-fit:cover}}@media(max-width: 78.7499rem){.lrv-a-crop-1x1\@desktop-xl-max{position:relative;padding-bottom:100%}.lrv-a-crop-1x1\@desktop-xl-max img{position:absolute;width:100%;height:100%;object-fit:cover}}@media(max-width: 47.999rem){.lrv-a-crop-3x2\@mobile-max{position:relative;padding-bottom:66.6666666667%}.lrv-a-crop-3x2\@mobile-max img{position:absolute;width:100%;height:100%;object-fit:cover}}.lrv-a-font-primary-xxl{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-xxl-font-size-mobile);line-height:var(--primary-xxl-line-height-mobile);letter-spacing:var(--primary-xxl-letter-spacing-mobile);font-weight:var(--primary-xxl-font-weight-mobile);font-style:var(--primary-xxl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-xxl{font-size:var(--primary-xxl-font-size-desktop);line-height:var(--primary-xxl-line-height-desktop);letter-spacing:var(--primary-xxl-letter-spacing-desktop);font-weight:var(--primary-xxl-font-weight-desktop);font-style:var(--primary-xxl-font-style-desktop)}}@media(min-width: 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78.75rem){.lrv-a-font-primary-xl{font-size:var(--primary-xl-font-size-desktop-xl);line-height:var(--primary-xl-line-height-desktop-xl);letter-spacing:var(--primary-xl-letter-spacing-desktop-xl);font-weight:var(--primary-xl-font-weight-desktop-xl);font-style:var(--primary-xl-font-style-desktop-xl)}}.lrv-a-font-primary-l{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-l-font-size-mobile);line-height:var(--primary-l-line-height-mobile);letter-spacing:var(--primary-l-letter-spacing-mobile);font-weight:var(--primary-l-font-weight-mobile);font-style:var(--primary-l-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-l{font-size:var(--primary-l-font-size-desktop);line-height:var(--primary-l-line-height-desktop);letter-spacing:var(--primary-l-letter-spacing-desktop);font-weight:var(--primary-l-font-weight-desktop);font-style:var(--primary-l-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-l{font-size:var(--primary-l-font-size-desktop-xl);line-height:var(--primary-l-line-height-desktop-xl);letter-spacing:var(--primary-l-letter-spacing-desktop-xl);font-weight:var(--primary-l-font-weight-desktop-xl);font-style:var(--primary-l-font-style-desktop-xl)}}.lrv-a-font-primary-m{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-m-font-size-mobile);line-height:var(--primary-m-line-height-mobile);letter-spacing:var(--primary-m-letter-spacing-mobile);font-weight:var(--primary-m-font-weight-mobile);font-style:var(--primary-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-m{font-size:var(--primary-m-font-size-desktop);line-height:var(--primary-m-line-height-desktop);letter-spacing:var(--primary-m-letter-spacing-desktop);font-weight:var(--primary-m-font-weight-desktop);font-style:var(--primary-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-m{font-size:var(--primary-m-font-size-desktop-xl);line-height:var(--primary-m-line-height-desktop-xl);letter-spacing:var(--primary-m-letter-spacing-desktop-xl);font-weight:var(--primary-m-font-weight-desktop-xl);font-style:var(--primary-m-font-style-desktop-xl)}}.lrv-a-font-primary-s{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-s-font-size-mobile);line-height:var(--primary-s-line-height-mobile);letter-spacing:var(--primary-s-letter-spacing-mobile);font-weight:var(--primary-s-font-weight-mobile);font-style:var(--primary-s-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-s{font-size:var(--primary-s-font-size-desktop);line-height:var(--primary-s-line-height-desktop);letter-spacing:var(--primary-s-letter-spacing-desktop);font-weight:var(--primary-s-font-weight-desktop);font-style:var(--primary-s-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-s{font-size:var(--primary-s-font-size-desktop-xl);line-height:var(--primary-s-line-height-desktop-xl);letter-spacing:var(--primary-s-letter-spacing-desktop-xl);font-weight:var(--primary-s-font-weight-desktop-xl);font-style:var(--primary-s-font-style-desktop-xl)}}.lrv-a-font-primary-xs{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-xs-font-size-mobile);line-height:var(--primary-xs-line-height-mobile);letter-spacing:var(--primary-xs-letter-spacing-mobile);font-weight:var(--primary-xs-font-weight-mobile);font-style:var(--primary-xs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-xs{font-size:var(--primary-xs-font-size-desktop);line-height:var(--primary-xs-line-height-desktop);letter-spacing:var(--primary-xs-letter-spacing-desktop);font-weight:var(--primary-xs-font-weight-desktop);font-style:var(--primary-xs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-xs{font-size:var(--primary-xs-font-size-desktop-xl);line-height:var(--primary-xs-line-height-desktop-xl);letter-spacing:var(--primary-xs-letter-spacing-desktop-xl);font-weight:var(--primary-xs-font-weight-desktop-xl);font-style:var(--primary-xs-font-style-desktop-xl)}}.lrv-a-font-primary-xxs{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-xxs-font-size-mobile);line-height:var(--primary-xxs-line-height-mobile);letter-spacing:var(--primary-xxs-letter-spacing-mobile);font-weight:var(--primary-xxs-font-weight-mobile);font-style:var(--primary-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-xxs{font-size:var(--primary-xxs-font-size-desktop);line-height:var(--primary-xxs-line-height-desktop);letter-spacing:var(--primary-xxs-letter-spacing-desktop);font-weight:var(--primary-xxs-font-weight-desktop);font-style:var(--primary-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-xxs{font-size:var(--primary-xxs-font-size-desktop-xl);line-height:var(--primary-xxs-line-height-desktop-xl);letter-spacing:var(--primary-xxs-letter-spacing-desktop-xl);font-weight:var(--primary-xxs-font-weight-desktop-xl);font-style:var(--primary-xxs-font-style-desktop-xl)}}.lrv-a-font-primary-xxxs{--font-family: var( --font-family-primary );font-family:var(--font-family);font-size:var(--primary-xxxs-font-size-mobile);line-height:var(--primary-xxxs-line-height-mobile);letter-spacing:var(--primary-xxxs-letter-spacing-mobile);font-weight:var(--primary-xxxs-font-weight-mobile);font-style:var(--primary-xxxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-primary-xxxs{font-size:var(--primary-xxxs-font-size-desktop);line-height:var(--primary-xxxs-line-height-desktop);letter-spacing:var(--primary-xxxs-letter-spacing-desktop);font-weight:var(--primary-xxxs-font-weight-desktop);font-style:var(--primary-xxxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-primary-xxxs{font-size:var(--primary-xxxs-font-size-desktop-xl);line-height:var(--primary-xxxs-line-height-desktop-xl);letter-spacing:var(--primary-xxxs-letter-spacing-desktop-xl);font-weight:var(--primary-xxxs-font-weight-desktop-xl);font-style:var(--primary-xxxs-font-style-desktop-xl)}}.lrv-a-font-secondary-xxl{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-xxl-font-size-mobile);line-height:var(--secondary-xxl-line-height-mobile);letter-spacing:var(--secondary-xxl-letter-spacing-mobile);font-weight:var(--secondary-xxl-font-weight-mobile);font-style:var(--secondary-xxl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-xxl{font-size:var(--secondary-xxl-font-size-desktop);line-height:var(--secondary-xxl-line-height-desktop);letter-spacing:var(--secondary-xxl-letter-spacing-desktop);font-weight:var(--secondary-xxl-font-weight-desktop);font-style:var(--secondary-xxl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-xxl{font-size:var(--secondary-xxl-font-size-desktop-xl);line-height:var(--secondary-xxl-line-height-desktop-xl);letter-spacing:var(--secondary-xxl-letter-spacing-desktop-xl);font-weight:var(--secondary-xxl-font-weight-desktop-xl);font-style:var(--secondary-xxl-font-style-desktop-xl)}}.lrv-a-font-secondary-xl{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-xl-font-size-mobile);line-height:var(--secondary-xl-line-height-mobile);letter-spacing:var(--secondary-xl-letter-spacing-mobile);font-weight:var(--secondary-xl-font-weight-mobile);font-style:var(--secondary-xl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-xl{font-size:var(--secondary-xl-font-size-desktop);line-height:var(--secondary-xl-line-height-desktop);letter-spacing:var(--secondary-xl-letter-spacing-desktop);font-weight:var(--secondary-xl-font-weight-desktop);font-style:var(--secondary-xl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-xl{font-size:var(--secondary-xl-font-size-desktop-xl);line-height:var(--secondary-xl-line-height-desktop-xl);letter-spacing:var(--secondary-xl-letter-spacing-desktop-xl);font-weight:var(--secondary-xl-font-weight-desktop-xl);font-style:var(--secondary-xl-font-style-desktop-xl)}}.lrv-a-font-secondary-l{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-l-font-size-mobile);line-height:var(--secondary-l-line-height-mobile);letter-spacing:var(--secondary-l-letter-spacing-mobile);font-weight:var(--secondary-l-font-weight-mobile);font-style:var(--secondary-l-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-l{font-size:var(--secondary-l-font-size-desktop);line-height:var(--secondary-l-line-height-desktop);letter-spacing:var(--secondary-l-letter-spacing-desktop);font-weight:var(--secondary-l-font-weight-desktop);font-style:var(--secondary-l-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-l{font-size:var(--secondary-l-font-size-desktop-xl);line-height:var(--secondary-l-line-height-desktop-xl);letter-spacing:var(--secondary-l-letter-spacing-desktop-xl);font-weight:var(--secondary-l-font-weight-desktop-xl);font-style:var(--secondary-l-font-style-desktop-xl)}}.lrv-a-font-secondary-m{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-m-font-size-mobile);line-height:var(--secondary-m-line-height-mobile);letter-spacing:var(--secondary-m-letter-spacing-mobile);font-weight:var(--secondary-m-font-weight-mobile);font-style:var(--secondary-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-m{font-size:var(--secondary-m-font-size-desktop);line-height:var(--secondary-m-line-height-desktop);letter-spacing:var(--secondary-m-letter-spacing-desktop);font-weight:var(--secondary-m-font-weight-desktop);font-style:var(--secondary-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-m{font-size:var(--secondary-m-font-size-desktop-xl);line-height:var(--secondary-m-line-height-desktop-xl);letter-spacing:var(--secondary-m-letter-spacing-desktop-xl);font-weight:var(--secondary-m-font-weight-desktop-xl);font-style:var(--secondary-m-font-style-desktop-xl)}}.lrv-a-font-secondary-s{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-s-font-size-mobile);line-height:var(--secondary-s-line-height-mobile);letter-spacing:var(--secondary-s-letter-spacing-mobile);font-weight:var(--secondary-s-font-weight-mobile);font-style:var(--secondary-s-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-s{font-size:var(--secondary-s-font-size-desktop);line-height:var(--secondary-s-line-height-desktop);letter-spacing:var(--secondary-s-letter-spacing-desktop);font-weight:var(--secondary-s-font-weight-desktop);font-style:var(--secondary-s-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-s{font-size:var(--secondary-s-font-size-desktop-xl);line-height:var(--secondary-s-line-height-desktop-xl);letter-spacing:var(--secondary-s-letter-spacing-desktop-xl);font-weight:var(--secondary-s-font-weight-desktop-xl);font-style:var(--secondary-s-font-style-desktop-xl)}}.lrv-a-font-secondary-xs{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-xs-font-size-mobile);line-height:var(--secondary-xs-line-height-mobile);letter-spacing:var(--secondary-xs-letter-spacing-mobile);font-weight:var(--secondary-xs-font-weight-mobile);font-style:var(--secondary-xs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-xs{font-size:var(--secondary-xs-font-size-desktop);line-height:var(--secondary-xs-line-height-desktop);letter-spacing:var(--secondary-xs-letter-spacing-desktop);font-weight:var(--secondary-xs-font-weight-desktop);font-style:var(--secondary-xs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-xs{font-size:var(--secondary-xs-font-size-desktop-xl);line-height:var(--secondary-xs-line-height-desktop-xl);letter-spacing:var(--secondary-xs-letter-spacing-desktop-xl);font-weight:var(--secondary-xs-font-weight-desktop-xl);font-style:var(--secondary-xs-font-style-desktop-xl)}}.lrv-a-font-secondary-xxs{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-xxs-font-size-mobile);line-height:var(--secondary-xxs-line-height-mobile);letter-spacing:var(--secondary-xxs-letter-spacing-mobile);font-weight:var(--secondary-xxs-font-weight-mobile);font-style:var(--secondary-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-xxs{font-size:var(--secondary-xxs-font-size-desktop);line-height:var(--secondary-xxs-line-height-desktop);letter-spacing:var(--secondary-xxs-letter-spacing-desktop);font-weight:var(--secondary-xxs-font-weight-desktop);font-style:var(--secondary-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-xxs{font-size:var(--secondary-xxs-font-size-desktop-xl);line-height:var(--secondary-xxs-line-height-desktop-xl);letter-spacing:var(--secondary-xxs-letter-spacing-desktop-xl);font-weight:var(--secondary-xxs-font-weight-desktop-xl);font-style:var(--secondary-xxs-font-style-desktop-xl)}}.lrv-a-font-secondary-regular-m{--font-family: var( --font-family-secondary );font-family:var(--font-family);font-size:var(--secondary-regular-m-font-size-mobile);line-height:var(--secondary-regular-m-line-height-mobile);letter-spacing:var(--secondary-regular-m-letter-spacing-mobile);font-weight:var(--secondary-regular-m-font-weight-mobile);font-style:var(--secondary-regular-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-secondary-regular-m{font-size:var(--secondary-regular-m-font-size-desktop);line-height:var(--secondary-regular-m-line-height-desktop);letter-spacing:var(--secondary-regular-m-letter-spacing-desktop);font-weight:var(--secondary-regular-m-font-weight-desktop);font-style:var(--secondary-regular-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-secondary-regular-m{font-size:var(--secondary-regular-m-font-size-desktop-xl);line-height:var(--secondary-regular-m-line-height-desktop-xl);letter-spacing:var(--secondary-regular-m-letter-spacing-desktop-xl);font-weight:var(--secondary-regular-m-font-weight-desktop-xl);font-style:var(--secondary-regular-m-font-style-desktop-xl)}}.lrv-a-font-accent-l{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-l-font-size-mobile);line-height:var(--accent-l-line-height-mobile);letter-spacing:var(--accent-l-letter-spacing-mobile);font-weight:var(--accent-l-font-weight-mobile);font-style:var(--accent-l-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-l{font-size:var(--accent-l-font-size-desktop);line-height:var(--accent-l-line-height-desktop);letter-spacing:var(--accent-l-letter-spacing-desktop);font-weight:var(--accent-l-font-weight-desktop);font-style:var(--accent-l-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-l{font-size:var(--accent-l-font-size-desktop-xl);line-height:var(--accent-l-line-height-desktop-xl);letter-spacing:var(--accent-l-letter-spacing-desktop-xl);font-weight:var(--accent-l-font-weight-desktop-xl);font-style:var(--accent-l-font-style-desktop-xl)}}.lrv-a-font-accent-m{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-m-font-size-mobile);line-height:var(--accent-m-line-height-mobile);letter-spacing:var(--accent-m-letter-spacing-mobile);font-weight:var(--accent-m-font-weight-mobile);font-style:var(--accent-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-m{font-size:var(--accent-m-font-size-desktop);line-height:var(--accent-m-line-height-desktop);letter-spacing:var(--accent-m-letter-spacing-desktop);font-weight:var(--accent-m-font-weight-desktop);font-style:var(--accent-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-m{font-size:var(--accent-m-font-size-desktop-xl);line-height:var(--accent-m-line-height-desktop-xl);letter-spacing:var(--accent-m-letter-spacing-desktop-xl);font-weight:var(--accent-m-font-weight-desktop-xl);font-style:var(--accent-m-font-style-desktop-xl)}}.lrv-a-font-accent-s{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-s-font-size-mobile);line-height:var(--accent-s-line-height-mobile);letter-spacing:var(--accent-s-letter-spacing-mobile);font-weight:var(--accent-s-font-weight-mobile);font-style:var(--accent-s-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-s{font-size:var(--accent-s-font-size-desktop);line-height:var(--accent-s-line-height-desktop);letter-spacing:var(--accent-s-letter-spacing-desktop);font-weight:var(--accent-s-font-weight-desktop);font-style:var(--accent-s-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-s{font-size:var(--accent-s-font-size-desktop-xl);line-height:var(--accent-s-line-height-desktop-xl);letter-spacing:var(--accent-s-letter-spacing-desktop-xl);font-weight:var(--accent-s-font-weight-desktop-xl);font-style:var(--accent-s-font-style-desktop-xl)}}.lrv-a-font-accent-xs{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-xs-font-size-mobile);line-height:var(--accent-xs-line-height-mobile);letter-spacing:var(--accent-xs-letter-spacing-mobile);font-weight:var(--accent-xs-font-weight-mobile);font-style:var(--accent-xs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-xs{font-size:var(--accent-xs-font-size-desktop);line-height:var(--accent-xs-line-height-desktop);letter-spacing:var(--accent-xs-letter-spacing-desktop);font-weight:var(--accent-xs-font-weight-desktop);font-style:var(--accent-xs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-xs{font-size:var(--accent-xs-font-size-desktop-xl);line-height:var(--accent-xs-line-height-desktop-xl);letter-spacing:var(--accent-xs-letter-spacing-desktop-xl);font-weight:var(--accent-xs-font-weight-desktop-xl);font-style:var(--accent-xs-font-style-desktop-xl)}}.lrv-a-font-accent-xxs{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-xxs-font-size-mobile);line-height:var(--accent-xxs-line-height-mobile);letter-spacing:var(--accent-xxs-letter-spacing-mobile);font-weight:var(--accent-xxs-font-weight-mobile);font-style:var(--accent-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-xxs{font-size:var(--accent-xxs-font-size-desktop);line-height:var(--accent-xxs-line-height-desktop);letter-spacing:var(--accent-xxs-letter-spacing-desktop);font-weight:var(--accent-xxs-font-weight-desktop);font-style:var(--accent-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-xxs{font-size:var(--accent-xxs-font-size-desktop-xl);line-height:var(--accent-xxs-line-height-desktop-xl);letter-spacing:var(--accent-xxs-letter-spacing-desktop-xl);font-weight:var(--accent-xxs-font-weight-desktop-xl);font-style:var(--accent-xxs-font-style-desktop-xl)}}.lrv-a-font-accent-regular-xxs{--font-family: var( --font-family-accent );font-family:var(--font-family);font-size:var(--accent-regular-xxs-font-size-mobile);line-height:var(--accent-regular-xxs-line-height-mobile);letter-spacing:var(--accent-regular-xxs-letter-spacing-mobile);font-weight:var(--accent-regular-xxs-font-weight-mobile);font-style:var(--accent-regular-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-accent-regular-xxs{font-size:var(--accent-regular-xxs-font-size-desktop);line-height:var(--accent-regular-xxs-line-height-desktop);letter-spacing:var(--accent-regular-xxs-letter-spacing-desktop);font-weight:var(--accent-regular-xxs-font-weight-desktop);font-style:var(--accent-regular-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-accent-regular-xxs{font-size:var(--accent-regular-xxs-font-size-desktop-xl);line-height:var(--accent-regular-xxs-line-height-desktop-xl);letter-spacing:var(--accent-regular-xxs-letter-spacing-desktop-xl);font-weight:var(--accent-regular-xxs-font-weight-desktop-xl);font-style:var(--accent-regular-xxs-font-style-desktop-xl)}}.lrv-a-font-body-xxxl{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xxxl-font-size-mobile);line-height:var(--body-xxxl-line-height-mobile);letter-spacing:var(--body-xxxl-letter-spacing-mobile);font-weight:var(--body-xxxl-font-weight-mobile);font-style:var(--body-xxxl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xxxl{font-size:var(--body-xxxl-font-size-desktop);line-height:var(--body-xxxl-line-height-desktop);letter-spacing:var(--body-xxxl-letter-spacing-desktop);font-weight:var(--body-xxxl-font-weight-desktop);font-style:var(--body-xxxl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xxxl{font-size:var(--body-xxxl-font-size-desktop-xl);line-height:var(--body-xxxl-line-height-desktop-xl);letter-spacing:var(--body-xxxl-letter-spacing-desktop-xl);font-weight:var(--body-xxxl-font-weight-desktop-xl);font-style:var(--body-xxxl-font-style-desktop-xl)}}.lrv-a-font-body-xxl{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xxl-font-size-mobile);line-height:var(--body-xxl-line-height-mobile);letter-spacing:var(--body-xxl-letter-spacing-mobile);font-weight:var(--body-xxl-font-weight-mobile);font-style:var(--body-xxl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xxl{font-size:var(--body-xxl-font-size-desktop);line-height:var(--body-xxl-line-height-desktop);letter-spacing:var(--body-xxl-letter-spacing-desktop);font-weight:var(--body-xxl-font-weight-desktop);font-style:var(--body-xxl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xxl{font-size:var(--body-xxl-font-size-desktop-xl);line-height:var(--body-xxl-line-height-desktop-xl);letter-spacing:var(--body-xxl-letter-spacing-desktop-xl);font-weight:var(--body-xxl-font-weight-desktop-xl);font-style:var(--body-xxl-font-style-desktop-xl)}}.lrv-a-font-body-xl{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xl-font-size-mobile);line-height:var(--body-xl-line-height-mobile);letter-spacing:var(--body-xl-letter-spacing-mobile);font-weight:var(--body-xl-font-weight-mobile);font-style:var(--body-xl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xl{font-size:var(--body-xl-font-size-desktop);line-height:var(--body-xl-line-height-desktop);letter-spacing:var(--body-xl-letter-spacing-desktop);font-weight:var(--body-xl-font-weight-desktop);font-style:var(--body-xl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xl{font-size:var(--body-xl-font-size-desktop-xl);line-height:var(--body-xl-line-height-desktop-xl);letter-spacing:var(--body-xl-letter-spacing-desktop-xl);font-weight:var(--body-xl-font-weight-desktop-xl);font-style:var(--body-xl-font-style-desktop-xl)}}.lrv-a-font-body-l{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-l-font-size-mobile);line-height:var(--body-l-line-height-mobile);letter-spacing:var(--body-l-letter-spacing-mobile);font-weight:var(--body-l-font-weight-mobile);font-style:var(--body-l-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-l{font-size:var(--body-l-font-size-desktop);line-height:var(--body-l-line-height-desktop);letter-spacing:var(--body-l-letter-spacing-desktop);font-weight:var(--body-l-font-weight-desktop);font-style:var(--body-l-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-l{font-size:var(--body-l-font-size-desktop-xl);line-height:var(--body-l-line-height-desktop-xl);letter-spacing:var(--body-l-letter-spacing-desktop-xl);font-weight:var(--body-l-font-weight-desktop-xl);font-style:var(--body-l-font-style-desktop-xl)}}.lrv-a-font-body-m{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-m-font-size-mobile);line-height:var(--body-m-line-height-mobile);letter-spacing:var(--body-m-letter-spacing-mobile);font-weight:var(--body-m-font-weight-mobile);font-style:var(--body-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-m{font-size:var(--body-m-font-size-desktop);line-height:var(--body-m-line-height-desktop);letter-spacing:var(--body-m-letter-spacing-desktop);font-weight:var(--body-m-font-weight-desktop);font-style:var(--body-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-m{font-size:var(--body-m-font-size-desktop-xl);line-height:var(--body-m-line-height-desktop-xl);letter-spacing:var(--body-m-letter-spacing-desktop-xl);font-weight:var(--body-m-font-weight-desktop-xl);font-style:var(--body-m-font-style-desktop-xl)}}.lrv-a-font-body-s{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-s-font-size-mobile);line-height:var(--body-s-line-height-mobile);letter-spacing:var(--body-s-letter-spacing-mobile);font-weight:var(--body-s-font-weight-mobile);font-style:var(--body-s-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-s{font-size:var(--body-s-font-size-desktop);line-height:var(--body-s-line-height-desktop);letter-spacing:var(--body-s-letter-spacing-desktop);font-weight:var(--body-s-font-weight-desktop);font-style:var(--body-s-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-s{font-size:var(--body-s-font-size-desktop-xl);line-height:var(--body-s-line-height-desktop-xl);letter-spacing:var(--body-s-letter-spacing-desktop-xl);font-weight:var(--body-s-font-weight-desktop-xl);font-style:var(--body-s-font-style-desktop-xl)}}.lrv-a-font-body-xs{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xs-font-size-mobile);line-height:var(--body-xs-line-height-mobile);letter-spacing:var(--body-xs-letter-spacing-mobile);font-weight:var(--body-xs-font-weight-mobile);font-style:var(--body-xs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xs{font-size:var(--body-xs-font-size-desktop);line-height:var(--body-xs-line-height-desktop);letter-spacing:var(--body-xs-letter-spacing-desktop);font-weight:var(--body-xs-font-weight-desktop);font-style:var(--body-xs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xs{font-size:var(--body-xs-font-size-desktop-xl);line-height:var(--body-xs-line-height-desktop-xl);letter-spacing:var(--body-xs-letter-spacing-desktop-xl);font-weight:var(--body-xs-font-weight-desktop-xl);font-style:var(--body-xs-font-style-desktop-xl)}}.lrv-a-font-body-xxs{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xxs-font-size-mobile);line-height:var(--body-xxs-line-height-mobile);letter-spacing:var(--body-xxs-letter-spacing-mobile);font-weight:var(--body-xxs-font-weight-mobile);font-style:var(--body-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xxs{font-size:var(--body-xxs-font-size-desktop);line-height:var(--body-xxs-line-height-desktop);letter-spacing:var(--body-xxs-letter-spacing-desktop);font-weight:var(--body-xxs-font-weight-desktop);font-style:var(--body-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xxs{font-size:var(--body-xxs-font-size-desktop-xl);line-height:var(--body-xxs-line-height-desktop-xl);letter-spacing:var(--body-xxs-letter-spacing-desktop-xl);font-weight:var(--body-xxs-font-weight-desktop-xl);font-style:var(--body-xxs-font-style-desktop-xl)}}.lrv-a-font-body-xxxs{--font-family: var( --font-family-body );font-family:var(--font-family);font-size:var(--body-xxxs-font-size-mobile);line-height:var(--body-xxxs-line-height-mobile);letter-spacing:var(--body-xxxs-letter-spacing-mobile);font-weight:var(--body-xxxs-font-weight-mobile);font-style:var(--body-xxxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-body-xxxs{font-size:var(--body-xxxs-font-size-desktop);line-height:var(--body-xxxs-line-height-desktop);letter-spacing:var(--body-xxxs-letter-spacing-desktop);font-weight:var(--body-xxxs-font-weight-desktop);font-style:var(--body-xxxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-body-xxxs{font-size:var(--body-xxxs-font-size-desktop-xl);line-height:var(--body-xxxs-line-height-desktop-xl);letter-spacing:var(--body-xxxs-letter-spacing-desktop-xl);font-weight:var(--body-xxxs-font-weight-desktop-xl);font-style:var(--body-xxxs-font-style-desktop-xl)}}.lrv-a-font-basic-xxl{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-xxl-font-size-mobile);line-height:var(--basic-xxl-line-height-mobile);letter-spacing:var(--basic-xxl-letter-spacing-mobile);font-weight:var(--basic-xxl-font-weight-mobile);font-style:var(--basic-xxl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-xxl{font-size:var(--basic-xxl-font-size-desktop);line-height:var(--basic-xxl-line-height-desktop);letter-spacing:var(--basic-xxl-letter-spacing-desktop);font-weight:var(--basic-xxl-font-weight-desktop);font-style:var(--basic-xxl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-xxl{font-size:var(--basic-xxl-font-size-desktop-xl);line-height:var(--basic-xxl-line-height-desktop-xl);letter-spacing:var(--basic-xxl-letter-spacing-desktop-xl);font-weight:var(--basic-xxl-font-weight-desktop-xl);font-style:var(--basic-xxl-font-style-desktop-xl)}}.lrv-a-font-basic-xl{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-xl-font-size-mobile);line-height:var(--basic-xl-line-height-mobile);letter-spacing:var(--basic-xl-letter-spacing-mobile);font-weight:var(--basic-xl-font-weight-mobile);font-style:var(--basic-xl-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-xl{font-size:var(--basic-xl-font-size-desktop);line-height:var(--basic-xl-line-height-desktop);letter-spacing:var(--basic-xl-letter-spacing-desktop);font-weight:var(--basic-xl-font-weight-desktop);font-style:var(--basic-xl-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-xl{font-size:var(--basic-xl-font-size-desktop-xl);line-height:var(--basic-xl-line-height-desktop-xl);letter-spacing:var(--basic-xl-letter-spacing-desktop-xl);font-weight:var(--basic-xl-font-weight-desktop-xl);font-style:var(--basic-xl-font-style-desktop-xl)}}.lrv-a-font-basic-l{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-l-font-size-mobile);line-height:var(--basic-l-line-height-mobile);letter-spacing:var(--basic-l-letter-spacing-mobile);font-weight:var(--basic-l-font-weight-mobile);font-style:var(--basic-l-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-l{font-size:var(--basic-l-font-size-desktop);line-height:var(--basic-l-line-height-desktop);letter-spacing:var(--basic-l-letter-spacing-desktop);font-weight:var(--basic-l-font-weight-desktop);font-style:var(--basic-l-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-l{font-size:var(--basic-l-font-size-desktop-xl);line-height:var(--basic-l-line-height-desktop-xl);letter-spacing:var(--basic-l-letter-spacing-desktop-xl);font-weight:var(--basic-l-font-weight-desktop-xl);font-style:var(--basic-l-font-style-desktop-xl)}}.lrv-a-font-basic-m{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-m-font-size-mobile);line-height:var(--basic-m-line-height-mobile);letter-spacing:var(--basic-m-letter-spacing-mobile);font-weight:var(--basic-m-font-weight-mobile);font-style:var(--basic-m-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-m{font-size:var(--basic-m-font-size-desktop);line-height:var(--basic-m-line-height-desktop);letter-spacing:var(--basic-m-letter-spacing-desktop);font-weight:var(--basic-m-font-weight-desktop);font-style:var(--basic-m-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-m{font-size:var(--basic-m-font-size-desktop-xl);line-height:var(--basic-m-line-height-desktop-xl);letter-spacing:var(--basic-m-letter-spacing-desktop-xl);font-weight:var(--basic-m-font-weight-desktop-xl);font-style:var(--basic-m-font-style-desktop-xl)}}.lrv-a-font-basic-s{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-s-font-size-mobile);line-height:var(--basic-s-line-height-mobile);letter-spacing:var(--basic-s-letter-spacing-mobile);font-weight:var(--basic-s-font-weight-mobile);font-style:var(--basic-s-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-s{font-size:var(--basic-s-font-size-desktop);line-height:var(--basic-s-line-height-desktop);letter-spacing:var(--basic-s-letter-spacing-desktop);font-weight:var(--basic-s-font-weight-desktop);font-style:var(--basic-s-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-s{font-size:var(--basic-s-font-size-desktop-xl);line-height:var(--basic-s-line-height-desktop-xl);letter-spacing:var(--basic-s-letter-spacing-desktop-xl);font-weight:var(--basic-s-font-weight-desktop-xl);font-style:var(--basic-s-font-style-desktop-xl)}}.lrv-a-font-basic-xs{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-xs-font-size-mobile);line-height:var(--basic-xs-line-height-mobile);letter-spacing:var(--basic-xs-letter-spacing-mobile);font-weight:var(--basic-xs-font-weight-mobile);font-style:var(--basic-xs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-xs{font-size:var(--basic-xs-font-size-desktop);line-height:var(--basic-xs-line-height-desktop);letter-spacing:var(--basic-xs-letter-spacing-desktop);font-weight:var(--basic-xs-font-weight-desktop);font-style:var(--basic-xs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-xs{font-size:var(--basic-xs-font-size-desktop-xl);line-height:var(--basic-xs-line-height-desktop-xl);letter-spacing:var(--basic-xs-letter-spacing-desktop-xl);font-weight:var(--basic-xs-font-weight-desktop-xl);font-style:var(--basic-xs-font-style-desktop-xl)}}.lrv-a-font-basic-xxs{--font-family: var( --font-family-basic );font-family:var(--font-family);font-size:var(--basic-xxs-font-size-mobile);line-height:var(--basic-xxs-line-height-mobile);letter-spacing:var(--basic-xxs-letter-spacing-mobile);font-weight:var(--basic-xxs-font-weight-mobile);font-style:var(--basic-xxs-font-style-mobile)}@media(min-width: 62.5rem){.lrv-a-font-basic-xxs{font-size:var(--basic-xxs-font-size-desktop);line-height:var(--basic-xxs-line-height-desktop);letter-spacing:var(--basic-xxs-letter-spacing-desktop);font-weight:var(--basic-xxs-font-weight-desktop);font-style:var(--basic-xxs-font-style-desktop)}}@media(min-width: 78.75rem){.lrv-a-font-basic-xxs{font-size:var(--basic-xxs-font-size-desktop-xl);line-height:var(--basic-xxs-line-height-desktop-xl);letter-spacing:var(--basic-xxs-letter-spacing-desktop-xl);font-weight:var(--basic-xxs-font-weight-desktop-xl);font-style:var(--basic-xxs-font-style-desktop-xl)}}.lrv-a-glue-parent{position:relative}.lrv-a-glue{top:0;left:0;position:absolute;z-index:2;top:var(--a-glue-top, initial);bottom:var(--a-glue-bottom, initial);right:var(--a-glue-right, initial);left:var(--a-glue-left, initial)}@media(max-width: 47.999rem){.lrv-a-glue\@mobile-max{top:0;left:0;position:absolute;z-index:2;top:var(--a-glue-top, initial);bottom:var(--a-glue-bottom, initial);right:var(--a-glue-right, initial);left:var(--a-glue-left, initial)}}@media(min-width: 62.5rem){.lrv-a-glue\@desktop{top:0;left:0;position:absolute;z-index:2;top:var(--a-glue-top, initial);bottom:var(--a-glue-bottom, initial);right:var(--a-glue-right, initial);left:var(--a-glue-left, initial)}}@media(min-width: 48rem){.lrv-a-glue\@tablet{top:0;left:0;position:absolute;z-index:2;top:var(--a-glue-top, initial);bottom:var(--a-glue-bottom, initial);right:var(--a-glue-right, initial);left:var(--a-glue-left, initial)}}.lrv-a-glue--l-0{--a-glue-left: 0}.lrv-a-glue--r-0{--a-glue-right: 0}.lrv-a-glue--t-0{--a-glue-top: 0}.lrv-a-glue--b-0{--a-glue-bottom: 0}.lrv-a-glue--t-50p{--a-glue-top: 50%}.lrv-a-glue--t-100p{--a-glue-top: 100%}.lrv-a-glue--l-50p{--a-glue-left: 50%}.lrv-a-glue--r-50p{--a-glue-right: 50%}.lrv-a-glue--b-n1{--a-glue-bottom: -1rem}@media(max-width: 47.999rem){.lrv-a-glue-parent\@mobile-max{position:relative}}@media(min-width: 48rem){.lrv-a-glue-parent\@tablet{position:relative}}@media(max-width: 47.999rem){.lrv-a-glue--b-unset\@mobile-max{bottom:unset}}.lrv-a-hidden{display:none !important;height:0;width:0}@media(max-width: 47.999rem){.lrv-a-hidden\@mobile-max{display:none !important;height:0;width:0}}@media(max-width: 62.499rem){.lrv-a-hidden\@desktop-max{display:none !important;height:0;width:0}}@media(max-width: 78.7499rem){.lrv-a-hidden\@desktop-xl-max{display:none !important;height:0;width:0}}@media(min-width: 48rem){.lrv-a-hidden\@tablet{display:none !important;height:0;width:0}}@media(min-width: 62.5rem){.lrv-a-hidden\@desktop{display:none !important;height:0;width:0}}.lrv-a-grid{display:flex;flex-wrap:wrap;align-items:start}@supports(display: 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62.5rem){.lrv-u-font-size-32\@desktop{font-size:2rem}}@media(min-width: 62.5rem){.lrv-u-font-size-36\@desktop{font-size:2.25rem}}@media(min-width: 62.5rem){.lrv-u-font-size-50\@desktop{font-size:3.125rem}}@media(min-width: 78.75rem){.lrv-u-font-size-28\@desktop-xl{font-size:1.75rem}}@media(min-width: 78.75rem){.lrv-u-font-size-56\@desktop-xl{font-size:3.5rem}}@media(min-width: 78.75rem){.lrv-u-font-size-18\@desktop-xl{font-size:1.125rem}}@media(min-width: 78.75rem){.lrv-u-font-size-32\@desktop-xl{font-size:2rem}}@media(min-width: 78.75rem){.lrv-u-font-size-28\@desktop-xl{font-size:1.75rem}}@media(min-width: 78.75rem){.lrv-u-font-size-46\@desktop-xl{font-size:2.875rem}}.lrv-u-font-size-13{font-size:.8125rem}@media(max-width: 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64h8.1C65.6 75.6 72.1 86.2 80 94.2c17.8 17.8 42.3 28.7 73.8 28.7 25.5 0 35.1-7.8 35.1-17.6 0-2.6-1.2-4.8-3-6.6-2.1-2.1-4.9-3.6-7.7-4.8-.3-.1 0-.1 0-.1h11.4l1.6-8.7h-.2c-3.3-.1-4.4-1.5-3.7-5.3m-127-28.2c-1.3 0-2.9 0-4.4-.1L62 17c1.8-.1 3.6-.1 5.5-.1 12.7 0 17.8 4.7 17.8 13.5-.1 11.1-6.3 21.2-25 21.2M553.4 93.8l1.6-8.7h.3c3.4 0 4.9-1.7 5.7-6.1l4.3-24.4c.3-1.6-.3-2.1-1.8-2.1h-4l1.3-7.5 25.9-11.3h.7l-1.7 10.1 1.7-1.3c6.9-5.2 12.4-8.8 18.7-8.8 8.6 0 12.9 6.8 11.2 17.7L612.2 80c-.7 3.8.4 5.2 3.8 5.2h.3l-1.6 8.7h-29.4l1.6-8.7h.3c3.4 0 4.9-1.7 5.7-6.1l4.2-23.4c.7-3.6-.7-4.9-2.6-4.9-1.3 0-2.6.8-4.4 2.2l-5.5 4.2-4 22.9c-.6 3.8.4 5.2 3.8 5.2h.3l-1.6 8.7h-29.7zM673.9 81.3c-7.5 6.9-17.2 14.2-29.9 14.2-7.2 0-12.6-1.9-16.4-5.7s-5.9-9.5-5.9-16.9c0-22.5 15-39.3 34.8-39.3 6.8 0 12 2 15.7 5.7 3.5 3.5 5.6 8.5 5.6 14.4 0 2-.3 4-.8 6.2l-35.6 14.2c.9 3.9 4 6.1 8.8 6.1 5.3 0 12-3 18.1-7.8zM642 62.4l14.8-6.2c.6-2.3.8-4.3.8-5.9 0-4-1.4-5.9-3.8-5.9-5.2.1-9.8 8-11.8 18" class="gl-st1"/></svg> <span 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Email <a href="mailto:concierge@rollingstonecouncil.com" >concierge@rollingstonecouncil.com</a>. </div> </div> </div> </div> </div> <header class="a-article-grid__header lrv-u-text-align-center"> <div class="a-article-grid__header_top lrv-u-flex lrv-u-align-items-center lrv-u-justify-content-center lrv-u-flex-direction-column@mobile-max "> <div class="lrv-u-display-inline-block"> <div class="article-kicker larva // lrv-u-background-color-brand-primary lrv-u-color-white lrv-a-font-basic-xl lrv-u-text-transform-uppercase lrv-u-display-inline-block lrv-u-padding-tb-025 u-padding-lr-0375 lrv-u-margin-b-1 prototype"> Culture Council </div> </div> <div class="admz " id="adm-article-header-logo"> <div class="adma boomerang " data-device="Desktop" data-width="140"> <div style="" class="pmc-adm-boomerang-pub-div rslogo140" data-priority="3" > <div id="gpt-rslogo-140-article-dsk-tab-uid4" class=" adw-140 adh-40" data-is-adhesion-ad=""> <script type="application/javascript"> blogherads.adq.push(function () { blogherads .defineSlot( 'inlineoop', 'gpt-rslogo-140-article-dsk-tab-uid4' ) .setTargeting( 'pos', 'rslogo140' ) .setSubAdUnitPath("culture-council\/article\/logo") .addSize([[1,1]]) ; }); </script> </div> </div> </div> </div> </div> <h1 class="article-title larva // a-font-theme-primary-m lrv-u-text-transform-uppercase lrv-u-margin-b-075">Questions Business Leaders Should Ask About Influencer Marketing</h1> <div class="article-excerpt larva // lrv-a-font-secondary-s lrv-u-margin-b-1 u-width-90p@tablet u-width-81p@desktop lrv-u-margin-lr-auto u-padding-lr-175@mobile-max">Influencer marketing is one of the leading advertising strategies today. But often, I find myself thinking: Does everything need to be so transactional?</div> </header> <div class="a-article-grid__author lrv-u-margin-b-125"> <div class="author // "> <div class="author-single-inner // lrv-u-flex lrv-u-align-items-center "> <div class="author-content // lrv-u-align-items-center lrv-u-flex lrv-u-flex-direction-column lrv-u-width-100p "> <div class="author-content-inner // lrv-u-flex lrv-u-align-items-center lrv-a-glue-parent lrv-u-margin-b-025@mobile-max u-line-height-20 u-line-height-16@mobile-max "> <button class="author-button // lrv-u-display-contents lrv-u-flex lrv-u-align-items-center lrv-a-unstyle-button js-PopOver "> <p class="author-name // lrv-u-text-align-center lrv-u-text-transform-capitalize lrv-a-font-basic-m u-letter-spacing-003 lrv-u-margin-tb-00 lrv-u-color-black lrv-u-color-black:hover u-font-weight-800 "> By <a class="c-link lrv-u-color-black lrv-u-color-brand-primary-dark:hover lrv-u-text-decoration-underline:hover lrv-u-text-transform-uppercase" href="https://www.rollingstone.com/author/stephanie-dillon/" > Stephanie Dillon</a> </p> <div class="author-detail-outer // lrv-a-hidden@desktop-max lrv-a-glue lrv-a-glue--l-0 lrv-a-glue--t-100p js-PopOver-target "> <section class="author-details // lrv-a-glue-parent lrv-a-icon-after-arrow-top-left lrv-u-background-color-white lrv-u-border-a-2 lrv-u-flex lrv-u-flex-wrap-wrap lrv-u-margin-t-1 lrv-u-padding-lr-125 lrv-u-padding-tb-125 lrv-u-width-215 "> <h3 id="c-title-6741d71ea81db3.09339900" class="c-title lrv-u-margin-r-auto lrv-u-width-100 lrv-a-font-basic-s u-font-weight-800 lrv-u-font-weight-bold lrv-u-text-transform-uppercase"> <a href="https://www.rollingstone.com/author/stephanie-dillon/" class="c-title__link lrv-u-color-black" > Stephanie Dillon </a> </h3> <div class="author-details-icons // lrv-u-flex lrv-u-align-items-center lrv-u-margin-l-auto "> </div> <nav class="o-nav lrv-u-margin-t-075 lrv-u-width-100p" data-dropdown="" > <ul class="o-nav__list lrv-a-children-border-vertical lrv-a-font-body-xxs lrv-a-unstyle-list lrv-u-border-b-2 lrv-u-border-t-2 lrv-u-padding-tb-075" > <li class="o-nav__list-item "> <a class="c-link lrv-u-color-black lrv-u-display-block lrv-u-padding-tb-050 u-color-grey-118:hover" href="https://www.rollingstone.com/culture-council/articles/how-give-up-wanting-take-total-control-in-business-1235147124/" > How to Give Up Wanting to Take Total Control in Business </a> </li> <li class="o-nav__list-item "> <a class="c-link lrv-u-color-black lrv-u-display-block lrv-u-padding-tb-050 u-color-grey-118:hover" href="https://www.rollingstone.com/culture-council/articles/unfortunate-reality-lying-in-business-how-deal-with-1235131211/" > The Unfortunate Reality of Lying in Business — And How We Can Deal With It</a> </li> <li class="o-nav__list-item "> <a class="c-link lrv-u-color-black lrv-u-display-block lrv-u-padding-tb-050 u-color-grey-118:hover" href="https://www.rollingstone.com/culture-council/articles/business-owners-should-cultivate-environments-where-accidental-leaders-flourish-1235096809/" > Why Business Owners Should Cultivate Environments Where Accidental Leaders Can Flourish</a> </li> </ul> </nav> <div class="author-details-view-link // lrv-u-margin-t-075 lrv-u-display-block lrv-u-width-100p "> <a class="c-link lrv-u-display-block lrv-a-font-basic-xxs lrv-u-text-transform-uppercase" href="https://www.rollingstone.com/author/stephanie-dillon/" > View all posts by Stephanie Dillon</a> </div> </section> </div> </button> </div> <div class="author-timestamp-outer // "> <time class="c-timestamp lrv-u-color-black lrv-u-flex-shrink-0 lrv-u-font-weight-normal lrv-u-text-transform-uppercase u-letter-spacing-0014 lrv-a-font-body-xxs lrv-u-flex-shrink-0 lrv-u-margin-t-0 u-margin-t-025@tablet lrv-u-display-block" datetime="2024-11-20 12:00:00.000000-0500" > November 20, 2024 </time> </div> </div> </div> </div> </div> <div class="a-article-grid__featured-media"> <div class="featured-image // "> <figure class="o-figure lrv-u-border-t-2 lrv-u-max-width-100p" style=""> <div class="c-lazy-image u-border-lr-2 lrv-u-border-b-2 u-border-color-black"> <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2024/11/questions_business_leaders_should_ask_about_influencer_marketing.jpg?w=1581&h=1054&crop=1" alt="Stock Adobe" data-lazy-srcset="https://www.rollingstone.com/wp-content/uploads/2024/11/questions_business_leaders_should_ask_about_influencer_marketing.jpg?w=1581&h=1054&crop=1 3600w, https://www.rollingstone.com/wp-content/uploads/2024/11/questions_business_leaders_should_ask_about_influencer_marketing.jpg?w=1581&h=1054&crop=1&resize=300%2C200 300w" data-lazy-sizes="(max-width: 709px) 85vw, (max-width: 909px) 67vw, (max-width: 1362px) 62vw, 840px" height="" width="" decoding="async"> </div> </div> <figcaption class="c-figcaption lrv-u-flex lrv-u-flex-direction-column lrv-u-align-items-center"> <cite class="lrv-u-text-transform-uppercase lrv-a-font-body-xs lrv-u-margin-t-050 lrv-u-text-align-center">Rudzhan - stock.adobe.com</cite> </figcaption> </figure> </div> </div> <div class="a-content a-content--left-space js-Endmark lrv-a-floated-parent lrv-a-font-body-l lrv-u-margin-l-auto lrv-u-margin-r-auto lrv-u-position-relative u-width-662@tablet">  <div class="pmc-paywall"><p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> <a href="https://www.rollingstone.com/t/influencer-marketing/" id="auto-tag_influencer-marketing" data-tag="influencer-marketing" >Influencer marketing</a> is everywhere these days. <a href="https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-influencer-marketing" target="_blank" rel="noreferrer noopener nofollow" >According to</a> McKinsey, “the influencer marketing economy was valued at $21.1 billion” in 2023. From beauty brands to restaurants, many companies are turning to influencers to generate business. In the business world, I’ve observed that a common belief around influencer marketing is that it will help brands be more authentic. </p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> But I want to challenge that belief. When I used influencer marketing for a previous business of mine, I had, quite frankly, a negative experience to the point where I don’t think I’ll use that marketing strategy in the future. That’s not to say that all influencer marketing is bad and that business leaders should never use it. Instead, I think there are critical questions that we, as business leaders, should be asking about influencer marketing before deciding to go down that path. </p> <h3 id="1-can-there-really-be-authenticity-when-money-is-on-the-table" class="heading larva // "> 1. Can there really be authenticity when money is on the table? </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> First, I want to explore the concept of authenticity in influencer marketing.  <div class="admz " id="adm-inline-article-ad-1"> <div class="adma boomerang " data-device="Desktop" data-width="300"> <div style="min-width:50px;min-height:75px;" class="pmc-adm-boomerang-pub-div ad-text" data-priority="10" > <div id="gpt-dsk-tab-article-inbody-uid0" class=" adw-300 adh-250" data-is-adhesion-ad=""> <script type="application/javascript"> blogherads.adq.push(function () { blogherads .defineSlot( 'medrec', 'gpt-dsk-tab-article-inbody-uid0' ) .setTargeting( 'pos', ["mid-article","mid","in-article1","mid-article1","inbody","inbody1"] ) .setTargeting( 'viewable', 'yes' ) .setSubAdUnitPath("culture-council\/article\/inbody1") .addSize([[300,250],[620,350],[2,2],[3,3],[2,4],[4,2],[640,250],[6,6],[620,366]]) .setClsOptimization("minsize") ; }); </script> </div> </div> </div> </div> </p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> In my view, even if a brand tells an influencer that they should publicly share their honest opinions about a product or service, when there’s money involved, the dynamic shifts — there’s arguably more inclination to give a positive rather than a negative review. For instance, if someone paid you, say, $250 to review a new line of high-end luggage, you might feel more tempted to share positive thoughts in the hopes that the collaboration will continue; you might fear that if you don’t, the relationship will sour. </p> <h3 id="2-what-s-the-line-between-false-advertisements-and-genuine-content" class="heading larva // "> 2. What’s the line between false advertisements and genuine content?  </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> This brings me to my next point. I’ve observed that with much influencer marketing content, the line between ads and genuine content gets blurred. </p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> Granted, the FTC has <a href="https://www.ftc.gov/business-guidance/resources/disclosures-101-social-media-influencers" target="_blank" rel="noreferrer noopener nofollow" >disclosure guidelines</a> for influencers. But even when all the disclosure guidelines are met, there can still be blurriness. For instance, say a skincare influencer creates an Instagram Reel with the right disclosure that it’s an ad and praises a new eye cream, stating that it brightened their dark circles. However, without the brand and consumers knowing, the influencer has been getting routine chemical peels for their dark circles — rendering the content, in and of itself, a false advertisement. It begs the question, what is that influencer truly selling? This problem can be especially serious in certain industries, such as beauty and fashion.  <section class="brands-most-popular // editors-pick-module lrv-u-margin-tb-2 lrv-u-border-a-2 u-box-shadow-5-5 lrv-u-padding-lr-1 a-span1 u-padding-b-1@tablet u-overflow-hidden"> <h2 id="section-heading" class="c-heading larva lrv-u-text-align-center u-border-color-black a-font-theme-primary-xxs lrv-u-color-black lrv-u-text-transform-uppercase u-letter-spacing-0063 lrv-u-padding-t-050 u-padding-b-0375@tablet lrv-u-padding-b-050@mobile-max lrv-u-border-b-2"> Editor’s picks </h2> <div class="o-card-classes lrv-u-flex@tablet a-children-border-width-2 u-margin-t-0875@tablet a-children-border-vertical@mobile-max a-children-border-horizontal@tablet lrv-u-margin-b-00"> <div class="o-card lrv-u-align-items-start u-padding-lr-075@tablet lrv-u-flex lrv-u-height-auto lrv-u-flex-basis-100p@desktop-xl lrv-u-flex-basis-100p@desktop u-flex-direction-row@desktop lrv-u-padding-tb-075 lrv-u-padding-tb-1@mobile-max lrv-u-padding-tb-00@desktop-xl u-border-t-00@desktop-xl lrv-u-height-auto lrv-a-unstyle-inner-links"> <a tabindex="0" href="https://www.rollingstone.com/tv-movies/tv-movie-lists/best-tv-episodes-of-all-time-1235090945/" class="lrv-u-text-align-left lrv-u-line-height-normal u-flex@mobile-max lrv-u-align-items-start lrv-u-width-100p" > <div class="c-lazy-image lrv-u-border-a-2 u-width-35p@mobile-max"> <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2024/08/Best-Eps-of-All-Time-_-Final-1.jpg?w=225&h=225&crop=1" alt="" data-lazy-srcset="" data-lazy-sizes="" height="" width="" decoding="async"> </div> </div> <div class="o-card__content lrv-u-flex lrv-u-flex-direction-column u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max"> <h3 id="c-title-6741d71e857f02.50054445" class="c-title a-font-basic-secondary-m u-margin-t-025@tablet lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max"> The 100 Best TV Episodes of All Time </h3> </div> </a> </div> <div class="o-card lrv-u-align-items-start u-padding-lr-075@tablet lrv-u-flex lrv-u-height-auto lrv-u-flex-basis-100p@desktop-xl lrv-u-flex-basis-100p@desktop u-flex-direction-row@desktop lrv-u-padding-tb-075 lrv-u-padding-tb-1@mobile-max lrv-u-padding-tb-00@desktop-xl u-border-t-00@desktop-xl lrv-u-height-auto lrv-a-unstyle-inner-links"> <a tabindex="0" href="https://www.rollingstone.com/music/music-lists/best-guitarists-1234814010/" class="lrv-u-text-align-left lrv-u-line-height-normal u-flex@mobile-max lrv-u-align-items-start lrv-u-width-100p" > <div class="c-lazy-image lrv-u-border-a-2 u-width-35p@mobile-max"> <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2023/10/250-Best-Guitarists-LEDE.jpg?w=225&h=225&crop=1" alt="" data-lazy-srcset="" data-lazy-sizes="" height="" width="" decoding="async"> </div> </div> <div class="o-card__content lrv-u-flex lrv-u-flex-direction-column u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max"> <h3 id="c-title-6741d71e8629c7.40894177" class="c-title a-font-basic-secondary-m u-margin-t-025@tablet lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max"> The 250 Greatest Guitarists of All Time </h3> </div> </a> </div> <div class="o-card lrv-u-align-items-start u-padding-lr-075@tablet lrv-u-flex lrv-u-height-auto lrv-u-flex-basis-100p@desktop-xl lrv-u-flex-basis-100p@desktop u-flex-direction-row@desktop lrv-u-padding-tb-075 lrv-u-padding-tb-1@mobile-max lrv-u-padding-tb-00@desktop-xl u-border-t-00@desktop-xl lrv-u-height-auto lrv-a-unstyle-inner-links"> <a tabindex="0" href="https://www.rollingstone.com/music/music-lists/best-albums-of-all-time-1062063/" class="lrv-u-text-align-left lrv-u-line-height-normal u-flex@mobile-max lrv-u-align-items-start lrv-u-width-100p" > <div class="c-lazy-image lrv-u-border-a-2 u-width-35p@mobile-max"> <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2020/09/R1344_TOC_Greatest_Albums.jpg?w=225&h=225&crop=1" alt="" data-lazy-srcset="" data-lazy-sizes="" height="" width="" decoding="async"> </div> </div> <div class="o-card__content lrv-u-flex lrv-u-flex-direction-column u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max"> <h3 id="c-title-6741d71e86bbe8.57926523" class="c-title a-font-basic-secondary-m u-margin-t-025@tablet lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max"> The 500 Greatest Albums of All Time </h3> </div> </a> </div> <div class="o-card lrv-u-align-items-start u-padding-lr-075@tablet lrv-u-flex lrv-u-height-auto lrv-u-flex-basis-100p@desktop-xl lrv-u-flex-basis-100p@desktop u-flex-direction-row@desktop lrv-u-padding-tb-075 lrv-u-padding-tb-1@mobile-max lrv-u-padding-tb-00@desktop-xl u-border-t-00@desktop-xl lrv-u-height-auto lrv-a-unstyle-inner-links"> <a tabindex="0" href="https://www.rollingstone.com/music/music-lists/best-singers-all-time-1234642307/" class="lrv-u-text-align-left lrv-u-line-height-normal u-flex@mobile-max lrv-u-align-items-start lrv-u-width-100p" > <div class="c-lazy-image lrv-u-border-a-2 u-width-35p@mobile-max"> <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2022/12/RollingStone_-200-Greatest-Singers_Collage_Final.jpg?w=225&h=225&crop=1" alt="" data-lazy-srcset="" data-lazy-sizes="" height="" width="" decoding="async"> </div> </div> <div class="o-card__content lrv-u-flex lrv-u-flex-direction-column u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max u-width-65p@mobile-max lrv-u-padding-l-050@mobile-max"> <h3 id="c-title-6741d71e875059.85406750" class="c-title a-font-basic-secondary-m u-margin-t-025@tablet lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max"> The 200 Greatest Singers of All Time </h3> </div> </a> </div> </div> </section> </p> <h3 id="3-are-the-influencers-we-want-to-work-with-ones-who-already-care-about-and-align-with-our-personal-and-brand-values" class="heading larva // "> 3. Are the influencers we want to work with ones who already care about and align with our personal and brand values?  </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> In my view, there are two groups of influencers. The first group consists of influencers who promote lifestyles, ideas, products and services they already care about and align with. The second group consists of influencers who promote lifestyles, ideas, products and services that they don’t particularly care about or align with. </p> <p style="background-color: #fff9be;padding: 30px;border-radius: 8px"><a href="https://council.rollingstone.com/?utm_medium=referral&utm_source=rollingstone.com&utm_campaign=in-article-link&utm_content=yellow-callout-box" target="_blank" rel="noopener" >The Rolling Stone Culture Council</a> is an invitation-only community for Influencers, Innovators and Creatives. <a style="text-decoration: underline" href="https://council.rollingstone.com/qualify?utm_medium=referral&utm_source=rollingstone.com&utm_campaign=in-article-link&utm_content=yellow-callout-box" target="_blank" rel="noopener" ><em><strong>Do I qualify?</strong></em></a></p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> The most successful influencer partnerships, I believe, stem from working with influencers in the first group who care about what you care about and whose values align with your personal and brand values. For example, it’s one thing for a vegan snack brand to partner with an influencer who has been living and championing that practice for a decade and another for that brand to partner with an influencer who treats veganism as a trend.  <div class="admz " id="adm-inline-article-ad-2"> <div class="adma boomerang " data-device="Desktop" data-width="300"> <div style="min-width:50px;min-height:75px;" class="pmc-adm-boomerang-pub-div ad-text" data-priority="10" > <div id="gpt-dsk-tab-article-inbody2-uid1" class=" adw-300 adh-250" data-is-adhesion-ad=""> <script type="application/javascript"> blogherads.adq.push(function () { blogherads .defineSlot( 'medrec', 'gpt-dsk-tab-article-inbody2-uid1' ) .setTargeting( 'pos', ["mid-article2","mid","in-article2","mid-article","inbody","inbody2"] ) .setTargeting( 'viewable', 'yes' ) .setSubAdUnitPath("culture-council\/article\/inbody2") .addSize([[300,250],[300,251],[620,350],[2,4],[4,2],[3,3],[2,2],[6,6],[620,366]]) .setLazyLoadMultiplier(2) .setClsOptimization("minsize") ; }); </script> </div> </div> </div> </div> </p> <h3 id="4-can-celebrity-partnerships-be-more-effective-than-other-influencer-arrangements" class="heading larva // "> 4. Can celebrity partnerships be more effective than other influencer arrangements? </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> When I was running my former business, I worked with celebrities. I got a lot of value from those celebrity partnerships and felt more at ease about them. Why? Because, by and large, celebrities are generally more well-known by the public.  <section class="brands-most-popular // recirculation-modules lrv-u-margin-tb-2 lrv-u-border-a-2 u-box-shadow-5-5 lrv-u-padding-lr-1 a-span1 u-padding-b-1@tablet u-overflow-hidden"> <h2 id="section-heading" class="c-heading larva lrv-u-text-align-center u-border-color-black a-font-theme-primary-xxs lrv-u-color-black lrv-u-text-transform-uppercase u-letter-spacing-0063 lrv-u-padding-t-050 u-padding-b-0375@tablet lrv-u-padding-b-050@mobile-max lrv-u-border-b-2"> Related Content </h2> <div class="o-card-classes lrv-u-flex@tablet a-children-border-width-2 u-margin-t-0875@tablet a-children-border-vertical@mobile-max a-children-border-horizontal@tablet lrv-u-margin-b-00"> <div class="o-card a-icon-triangle-right lrv-a-glue-parent lrv-a-icon-before lrv-u-align-items-start u-padding-lr-075@tablet lrv-u-flex lrv-u-height-auto lrv-u-flex-basis-100p@desktop-xl lrv-u-flex-basis-100p@desktop u-flex-direction-row@desktop lrv-u-padding-tb-075 lrv-u-padding-tb-00@desktop-xl u-border-t-00@desktop-xl lrv-u-height-auto lrv-a-unstyle-inner-links"> <a tabindex="0" href="https://www.rollingstone.com/music/music-latin/kendrick-lamar-deyra-barrera-mariachi-singer-gnx-1235178355/" class="lrv-u-text-align-left lrv-u-line-height-normal" > <div class="o-card__content lrv-u-flex lrv-u-flex-direction-column"> <h3 id="c-title-6741d71e844a26.39366768" class="c-title a-font-basic-secondary-m lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max a-truncate-ellipsis-5line@tablet"> Kendrick Lamar Saw This Mariachi Singer at a Dodgers Game. 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A. Bank Is Our Secret Weapon for All of Our Suiting Needs This Holiday Season </h3> </div> </a> </div> </div> </section> </p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> But for the most part, influencers aren’t necessarily as well-known as celebrities. Additionally, they market themselves to brands based on their reach, but research has uncovered the reality of <a href="https://www.forbes.com/councils/forbestechcouncil/2022/09/09/new-study-one-in-four-influencers-bought-fake-followers/" target="_blank" rel="noreferrer noopener nofollow" >follower fraud</a>. When a brand signs up to work with an influencer, they may not be getting the reach they think. </p> <h3 id="5-how-will-roi-be-measured" class="heading larva // "> 5. How will ROI be measured?  </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> Unlike with other forms of marketing, it can be more challenging to measure ROI from influencer marketing. Business leaders should carefully think through how they’ll measure ROI before launching an influencer marketing campaign.  </p> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> Consider a fitness influencer who makes content about a new dumbbell brand on their YouTube channel. The video might get hundreds of thousands of views. Some of the people who saw the YouTube video immediately ordered from the brand using the influencer’s unique promotional code. That’s easy for the brand to track. Other consumers, however, saw the video and didn’t think about the dumbbells again for some time. But when they visited a retailer, they saw the dumbbells on display, remembered the influencer’s video and decided to purchase them. The influencer’s video was a major driving force in those consumers’ purchasing decisions, but that’s data that’s pretty much impossible to get. </p> <h3 id="6-does-everything-need-to-be-so-transactional" class="heading larva // "> 6. Does everything need to be so transactional?  </h3> <p class="paragraph larva // lrv-u-line-height-copy lrv-a-font-body-l "> Brands need to market themselves. To think otherwise is to be unrealistic. Influencer marketing is one of the leading advertising strategies today. But often, I find myself thinking: Does everything need to be so transactional? What if brands lessened their reliance on influencer marketing and just let hype for their products and services spread naturally?</p> </div> <div id="piano-paywall"></div> </div> <div class="lrv-u-margin-l-auto lrv-u-margin-r-auto u-width-662@tablet "> <div class="article-tags // lrv-u-color-brand-black lrv-a-font-basic-xxs lrv-u-border-color-black u-border-tb-2 u-padding-tb-137"> <nav class="o-nav lrv-u-display-inline " data-dropdown="" > <h4 id="" class="o-nav__title lrv-a-font-basic-xxs lrv-u-padding-r-025 lrv-u-text-transform-uppercase lrv-u-color-black lrv-u-whitespace-nowrap lrv-u-display-inline">In this article:</h4> <ul class="o-nav__list lrv-a-unstyle-list lrv-u-align-items-center lrv-u-flex-wrap-wrap lrv-u-display-inline" > <li class="o-nav__list-item lrv-u-margin-r-025 lrv-u-display-inline"> <a class="c-link lrv-a-unstyle-link lrv-u-color-brand-primary:hover lrv-a-hover-effect lrv-u-whitespace-nowrap lrv-u-text-transform-uppercase" 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lrv-a-unstyle-link lrv-a-font-basic-xxs lrv-u-color-black lrv-u-text-transform-uppercase lrv-u-color-brand-primary:hover lrv-a-hover-effect lrv-u-whitespace-nowrap" href="https://www.rollingstone.com/culture-council/articles/" > Articles</a> </li> </ul> </nav> </div> </div> </article> <div class="lrv-a-grid-item u-max-width-100p lrv-u-margin-b-2 lrv-u-position-relative u-padding-t-175@desktop-max"> <div class="lrv-u-margin-l-auto lrv-u-margin-r-auto u-width-662@tablet"> <div class="OUTBRAIN" data-src="https://www.rollingstone.com/culture-council/articles/questions-business-leaders-ask-about-influencer-marketing-1235172315/" data-widget-id="AR_1"></div> <div class="heading-outer lrv-a-wrapper-100vw@mobile-max"> <h3 class="heading larva // lrv-u-border-b-2 lrv-u-border-t-2 lrv-u-padding-t-025 lrv-u-padding-b-050 lrv-u-text-align-center lrv-u-text-transform-uppercase a-font-theme-secondary-l " > <span class="lrv-u-display-block lrv-u-padding-lr-150@mobile-max lrv-u-padding-b-075 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class="lrv-u-flex lrv-u-flex-direction-column@mobile-max lrv-a-cols2@tablet"> <div class="lrv-u-flex-basis-40p@desktop lrv-u-margin-r-1@tablet // lrv-a-glue-parent lrv-u-flex lrv-u-flex-direction-column lrv-u-height-100p lrv-u-justify-content-start"> <div class="lrv-a-glue-parent"> <div class="c-lazy-image lrv-u-border-a-2"> <a href="https://www.rollingstone.com/culture-council/panels/balance-authenticity-marketing-brand-1235165804/" class="c-lazy-image__link lrv-a-unstyle-link" tabindex="-1" > <div class="lrv-a-crop-3x2" style=""> <img class="c-lazy-image__img lrv-u-background-color-grey-lightest lrv-u-width-100p lrv-u-display-block lrv-u-height-auto" src="https://www.rollingstone.com/wp-content/themes/vip/pmc-rollingstone-2022/assets/public/lazyload-fallback.gif" data-lazy-src="https://www.rollingstone.com/wp-content/uploads/2024/11/RSCC-EPH-11_Ways_to_Balance_Authenticity_and_Marketing_While_Developing_Your_Brand.jpg?w=1024" alt="Stock Adobe" 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6.305h-6.937l-2.057 6.734h-6.051l6.551-21.428h11.268c6.826.002 8.975 3.331 7.66 7.624Zm75.039-3.219 1.348-4.4h-21.2l-1.348 4.4h7.8l-5.211 17.025h6.083l5.21-17.025Zm-154.9-64.186 2.034-6.656h6.393l-2.034 6.656h4.817l5.027-16.443h-4.81l-1.92 6.281h-6.393l1.921-6.281h-4.818l-5.028 16.443Zm-17.324 0h4.808l3.943-12.89h5.289l1.085-3.553h-16.14l-1.087 3.553h6.053Zm46.44 0 1.087-3.554h-9.694l.9-2.9h7.943l1.073-3.506h-7.932l.907-2.933h9.656l1.091-3.553h-14.5l-5.02 16.448Zm70.011 69.118c.974-3.221-.573-5.268-4.4-5.268-3.486 0-5.378 1.555-6.324 4.65l-1.042 3.381c-.974 3.221.574 5.268 4.4 5.268 3.486 0 5.378-1.555 6.324-4.651m-15.553-4.552c1.873-6.127 5.957-8.621 13.373-8.621 6.955 0 11.059 3.845 8.82 11.16L298 89.494c-1.873 6.127-5.957 8.621-13.373 8.621-6.955 0-11.059-3.846-8.82-11.16Z" data-name="Path 2511"/></svg></div> <h3 id="c-title-6741d71ec89050.42031273" class="c-title lrv-u-margin-b-075 lrv-a-font-body-xxxs lrv-u-color-grey:hover lrv-u-margin-b-00@desktop lrv-u-margin-b-00@mobile-max 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