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Are there too many Celebrity Beauty Brands?

Collage of celebrities

Over the years celebrities have increasingly embraced their entrepreneurial skills, with names like Selena Gomez and Deepika Padukone venturing into the beauty industry.

With the abundance of beauty brands, The question arises: do we need more celebrity beauty brands?

While my initial focus was on the Indian market, this trend is not limited to India or any single country. Beyoncé's recent venture into the beauty world with her haircare line CÉCRED (pronounced as Sacred), created with her hairstylist mother and Rita Ora’s Typebea created as a joint venture with entrepreneur Anna Lahey exemplifies this global phenomenon.

It's important to note that this discussion isn't about criticizing any particular celebrity, brand, or fandom. I’m just using certain brands as examples.

I use the term "beauty" broadly, encompassing haircare, skincare, fragrances, and makeup.

Social Media & Lockdown

Social media has revolutionized how celebrities connect with their fans. Platforms like Instagram, TikTok, and YouTube allow them to showcase their lives, beauty routines, and personal stories in a way that fosters a sense of intimacy and relatability. This connection fuels a psychological pull for fans, who might perceive buying these products as a way to connect with the celebrity's lifestyle and values.

This was particularly evident during the 2020 lockdown when people sought distractions and celebrities found ways to engage and stay relevant. 

Selena Gomez's Rare Beauty is a prime example. Rare Beauty launched in 2020 when the world was under lockdown. I vividly remember enjoying watching Selena Gomez’s makeup tutorials on Instagram and YouTube, this was my distraction - a safe space if you will from all the uncertainties around me. 

While the lockdown may have contributed to the success of many celebrity brands, some had already made their mark before 2020. Fenty Beauty by Rihanna, which launched in 2019, created immense hype and anticipation.

Why is it that certain brands do exceptionally well, but others don't? 

The key lies in "authenticity and value proposition".

The success of celebrity beauty brands often hinges on their ability to create a strong connection between the brand and the consumer. 

For example, when Rihanna launched Fenty Beauty, her focus on inclusivity in terms of shades disrupted the market as it focused on addressing a genuine need that resonated with consumers.

Fenty Beauty Foundation Shade Range

Similarly, Selena Gomez's Rare Beauty emphasized vulnerability and mental health awareness, creating a platform for self-acceptance.

In the Indian context, Kay Beauty by Katrina Kaif resonated well with the audience, not only because Katrina's personal brand image resonated with her brand but also due to the high quality of the products. The R&D efforts focused on providing high-performing products at affordable prices, prioritising quality, and price sensitivity. 

Katrina Kaif Kay beauty

Although Hailey Bieber’s Rhode beauty launched much later, we can surely talk about the impact that it has made. How Rhode is shaping the “clean beauty aesthetic” is definitely a topic of conversion. Hailey has played a stupendous role in converting her brand image (herself), and her influence into a 10 million dollar industry (as of December 2023).

Hailey Bieber Rhode Beauty

In contrast, some brands struggle to establish this connection.

Jennifer Lopez and Kriti Sanon Brands

Jennifer Lopez's JLo Beauty faced criticism for claiming that her youthful complexion was solely due to olive oil and sunscreen, neglecting to acknowledge the potential use of other procedures, which led to doubts about the brand's authenticity.

Another example is Kriti Sanon's hyphen, which lacks innovation, appearing to replicate products and marketing tactics from Western brands.

Why does a celebrity's personal brand image matter?

Personal brand image matters because it directly influences consumer perception and purchasing behavior. Consumers often look up to celebrities as role models and aspire to emulate their lifestyles and looks. A positive and authentic personal brand builds trust with consumers, it feels more genuine than a traditional advertisement, potentially leading to higher purchase intent. 

How well a brand associates itself with its founder or the face of the brand is important.

When a celebrity like Kylie Jenner launches a product, her audience resonates with her personal brand image, which includes aspects like her style, values, and overall image.

In the case of Kylie Beauty, her lip kits were a huge success because her audience admired her signature pouty lips and saw purchasing her lip products as a way to achieve a similar look. However, when she expanded into other product categories like skincare, swimwear, and clothing, her audience may not have resonated with these products as strongly because they were not as closely associated with her personal brand image.

Kylie Jenner Brands

A celebrity's personal brand image is a powerful marketing tool, but it's not a guaranteed path to success. Building a brand that goes beyond celebrity alone and focuses on quality, values, and a genuine connection with the audience is key to long-term success. The common trend among most successful celebrity brands is the level of authenticity and relatability the brand and its founders portray. Take Drew Barrymore's Flower Beauty, for example. The brand resonates with consumers, as it focuses on creating high-quality, affordable makeup. The focus on authenticity and relatability has attributed to its success.

Despite the power of celebrity influence, consumers are becoming more discerning. They prioritize innovation, quality, and a clear value proposition over celebrity endorsements. This shift suggests that the long-term success of celebrity beauty brands will depend on their ability to differentiate themselves and offer unique value to consumers.

In conclusion, while celebrity beauty brands continue to thrive, their long-term success may depend on their ability to evolve beyond celebrity association and offer genuine innovation and value to consumers.

What is your perception about Celebrity Beauty Brand? Is there a brand that you absolutely love or love to hate,

Let me know :)

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