The overwhelming number of celebrities launching their own beauty lines might have you wondering if it’s becoming mandatory. This is undoubtedly one of the biggest trends in today’s industry, and it makes perfect sense considering why. The lifestyle that most celebrities lead necessitates spending a great deal of time collaborating with beauty brands in addition to the unlimited access they have to elitist experts from every and any department of the industry. Living like this for enough time will, alone, provide a decent collection of background knowledge and potentially spark an interest within the field.
On the other hand, they do tend to begin with a sizable budget and a lot of established consumer engagement, as they are already in the public eye, both of which eliminate the most challenging parts of brand building. This can make it difficult to argue that a good number of celebrity makeup brands are not a result of thoughtlessly launching a brand, jumping on the bandwagon for the sole purposes of money and publicity. However, instead of attempting to call out on the brands that lack a genuine foundation, let’s take a look at the ways in which celebrities are using their influence to launch brands that are creating value.
Celebrity beauty brands are always popping up, but just because a celeb lends their name to a product doesn’t guarantee success. The key is actually taking a hands-on approach, having a vested interest and most importantly creating something that is needed and gives customers value for money – makeuptutorials.com
Embracing Your Authentic Self
Products should live with you, not on you; enhancing, never transforming – standard.co.uk
For the most part, trends have been stripping consumers of their individuality which is understandable considering the nature of a trend entails a large number of consumers gravitating towards a particular thing. So it’s interesting to see how embracing your authentic self has turned into such a collective fad. Those familiar with the “curly girl method” probably admire the relief it’s given to frustrated women struggling to manage their curly/afro hair. It’s great to see celebrity haircare brands such as Gabrielle Union’s Flawless encouraging these women. The best part about Union’s brand message is that it’s not as strict as curly girl method gurus tend to be; her wigs, extensions, heat styling products, and demos provide these consumers with the liberty of choice. This freedom of choice translates to makeup, too. As creative as makeup can be, the pressure to conform to certain trends and the “norm” can feel constricting for those who like to wear it as a form of self-expression. That being said, when a celebrity launches a brand (such as Lady Gaga’s Haus Laboratories) aimed at those who want to really experiment, it can help validate their interests and pave the way especially for those who tend to hold back. Haus Laboratories has been built on the message of expression and self-discovery which reflects highly on Gaga’s role in the industry.
Eco-Friendly Awareness
It’s officially never been easier to look amazing and go green at the same time – elle.com
Many celebrities can act as role models for the younger generations. Whilst there shouldn’t be any major obligation to be a role model, it’s always great to see celebrities serving as good examples for adolescents. With that, who has more influence over adolescents, than and adolescent themself? 15-year-old actress Millie Bobby Brown’s PETA-certified Florence by Mills is an ethically based beauty brand specifically targeted at Gen Z. Her bold and adorable packaging works as the perfect representation for her teenage suitable products which will likely attract the attention of both the brand and its message! Of course, this doesn’t only apply to gen Z; Miranda Kerr’s recently launched Kora Organics has been giving a diverse set of consumers another reason to go “clean”. Despite eco-friendly beauty being a pretty big deal within the industry already, there is always room for improvement and celebrities are now giving their fans another gateway to the movement.
Lifestyle
You shouldn’t have to choose between what works for you and what’s good for you – honest.com
Celebrity beauty brands are not always solely focused on their products but rather on the bigger picture – lifestyle. Whilst consumers frequently share the same needs, brands often don’t consider how concerns can differ depending on their lifestyle. Fortunately, there are celebrities who have built brands addressing all kinds of concerns inspired by their own lives and interests. Whether it’d be the wellness and travel advice from Gwenyth Paltrow’s Goop to the copious selection of content from Kourtney Kardashian’s Poosh, these celebrities are ensuring that consumers really get the most out of their brands. Jessica Alba has been recognized for openly speaking about her struggles as a mother of three and as a result has created Mama Care, a line of products specifically formulated to support women with maternity concerns. Honest Beauty is not just another clean beauty brand aiming to provide non-toxic alternatives but a means of supporting the lifestyle of conscious living mothers.
Given the power that celebrities have over the way many consumers think, it’s important that they use their voice to create value. In this case, it’s feasible for them to use their expertise, through experience and contacts, to build brands that truly fulfill consumer needs instead of imitating the same brands that are over saturating the market.
Have you tried any of the newest celebrity brand products? If so, what are your thoughts?
