![]() ![]() And who can forget Jessica Simpson’s edible beauty line? But there are many more full brands now, and they’re structured differently. Several models, like Iman, Cindy Crawford, and Miranda Kerr, have had beauty brands for years. Elizabeth Taylor kicked off the lucrative celebrity fragrance industry in the 1980s with White Diamonds J.Lo and her Glow franchise picked up her mantle in the early 2000s - and she’s still at it, just launching her 25th fragrance, called Promise. ![]() ![]() How involved are celebrities in their brands, really?Ĭelebs have been intimately associated with the beauty industry for a long time, and legacy brands from Chanel to Covergirl still pay big bucks for celebrity spokespeople. But these celebs are not standing around in their kitchens mixing products up, despite what cute Instagrams of them wearing hair nets and white lab coats would have you believe. Kylie Jenner, who is a celebrity whether you like it or not, proved that she can sell boatloads of lip kits using the power of social media alone. While celebrities are still being paid to shill other companies’ brands, there are now more lucrative and personal avenues available to them to speak to - and sell to - fans directly. There is now an entire ecosystem to support these upstart brands that sprung up outside the traditional beauty companies like Estée Lauder and L’Oreal. They don’t need to wait for the record company to call them,” says Yanover.Īnd they’re now selling at Ulta and Sephora and Amazon, thanks to this changing power dynamic in the industry. The ones with big social media realize that they’re a brand and they can create their own opportunities. “A lot of our clients want to have other avenues of revenue and other opportunities. I’m not going to do anything to screw you,” he says.Ī post shared by HAUS LABORATORIES on at 3:11pm PDT “It’s easier for Gaga or Gwyneth to come along and say, ‘Hey, you know me. She has over 37 million followers on Instagram. Her “Little Monsters,” as her fandom calls itself, are a built-in customer base that trusts her. CAA is an investor in Haus Laboratories and “architected” the idea with Gaga. That’s a total shift that’s happening,” says Michael Yanover, the head of business development at CAA, the powerhouse LA talent and branding agency. “Consumers are tired of being marketed to. They can literally buy into the look of the celebrities they most relate to. Now that so many celebrities make themselves available on social media, fans have fewer barriers to them. People are looking to celebrities more than ever for foundation and lotions. And trust is what gets people to buy into the story and it’s the only thing that influences our purchase behaviors,” says Pamela Rutledge, a psychologist who studies media issues. “Authenticity in marketing is really key, because it’s a precursor of trust. In fact, it’s a big part of the value proposition of celebrity beauty lines. But that’s another story.) As tons of celebrities launch makeup and skin care brands, authenticity is just as important as the products they’re selling. (It also raises questions about whether the actress, who is only 15 years old, is maybe not being well-served by her team, who are presumably adults and could have helped prevent this gaffe. Her Fenty Beauty brand (launched in 2017) sold almost $600 million worth of products in its first 15 months and profoundly changed the conversation about inclusivity in makeup shade ranges.īut the Brown incident is a good encapsulation of what’s going on in the beauty industry lately. They all join Rihanna, who arguably has one of the most successful celebrity makeup brands ever. ( Her husband has a line of men’s grooming products called House 99.) Gwen Stefani, Hailey Bieber, Serena Williams, and Cardi B are rumored to have lines in the works. Posh Spice-turned-high-end-fashion designer, just dropped a makeup brand in mid-September. Michelle Pfeiffer has a “clean” fragrance brand called Henry Rose. Tracee Ellis Ross recently revealed a hair care line called Pattern for curly hair. Lady Gaga’s Haus Laboratories makeup brand went live in mid-September, after a pre-sale on Amazon Prime Day in July. Tint n tame your brows your way → fluffy n free or sleek n smooth ♡ #florencebymillsĪ post shared by florence by mills on at 8:24am PDTīrown is just the latest in a growing cohort of A-list celebrities to launch a beauty line.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |