In addition to celebrity beauty brand is the celebrity fragrance category, which includes celebrities like Britney Spears, Katy Perry and Jessica Simpson. Some branded fragrances from the likes ofLady Gaga
, Kim Kardashian and Jennifer Lopez have branched out into beauty brands with Haus Laboratories,KKW Beauty/Fragrance
, respectively. The celebrity perfume line is strong, withDolly Parton
recently introducing a branded fragrance.
The glamour of celebrity and the beauty needs of the consumer go together, resulting in a powerful marketing tool. In 2019,YPulse found that 51% of GenZ
would be more likely to buy a product if their favorite online celebrity recommended it. Knowing the power of celebrity, makeup brands chose them to be the face ofa product launch. Not only do celebrities wield influence over their audience, but potential influence over the beauty market.
With this buying power in their hands, celebrities have jumped on the opportunity to try their luck in the beauty space. Recently,singer and actress Ariana Grande debuted her makeup
line with the upcoming launch of her brand, R.E.M. Beauty. Actress Jennifer Aniston also recentlylaunched a haircare line called LolaVie
With loyal fan bases, the capitalization of the celebrity makeup market is a step for entertainment industry who are known for their physical appearance. Both the celebrity and the brand they front benefit from this parasocial relationship. But what will happen if celebrity begins to fade, and what does this mean for the beauty industry?
“As of now, independent and celebrity-backed beauty brands are still in their early growth stages and will continue to give the traditional brands fierce competition over the coming years,”Alanna Dible, senior audit manager, and Mark Grant, audit senior, Mazars USA, told WWD
. “However, especially for celebrity brands, it is uncertain whether the sales will wane once the celebrity’s glossy appeal fades. A new generation of celebrities may enter the industry with a beauty offering of their own. We may see each brand have a shelf life, with larger celebrities outlasting the rest.”
For example, celebrities like Marilyn Monroe have become icons in the beauty space which have allowed licensed products with her likeness to be produced for decades. Monroe’s signature look has become a classic beauty staple, allowing her to continue to sell years after her passing.
As beauty trends continue to ebb and flow, licensed cosmetics continue to be produced and purchased. The adoration fans have for the celebrities who represent the makeup company may benefit the visibility of both celebrity and brand.
Long-lasting celebrity beauty brands will be those linked to those who can stay in the spotlight – and those who can continue to inspire the aesthetic of their fans.
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