Spill The Tea: Do We Really Need More Celeb Beauty Brands?
With so many celeb beauty lines in the market (and underway), do we honestly need them all?
Lady Gaga. Millie Bobby Brown. Jennifer Lopez. What do these A-list celebs have in common besides killing it in the entertainment game? They’ve collaborated with beauty brands to launch their very own cosmetics line. Too many names to keep up with? We’ll add the upcoming makeup labels by Selena Gomez, Hailey Bieber and Ariana Grande into the mix just to make you go AAARGH *sigh* once more [and to further reinforce our point].
With the earth-shattering, industry-altering success of Rihanna’s Fenty Beauty and Kylie Jenner’s Kylie Cosmetics, it is honestly not surprising that there’s been a sudden saturation in the market during the last three years, as many more stars are trying their luck in the beauty game.
While die-hard fans and YouTube beauty gurus may rave in delight, a sudden overload of celeb beauty launches translates to an important question that needs to be but hasn’t truly been asked yet: “What’s so exciting about them besides the celebrity involvement?”
RE-BREAKING THE MOLD
Celeb beauty collabs aren’t exactly groundbreaking. Harkening back to the late 1980s, Elizabeth Taylor jump-started the lucrative celebrity fragrance industry with White Diamonds while supermodel Iman dropped a cosmetics line catered to women of colour in 1994. With Cindy Crawford, Miranda Kerr and J.Lo also leaving their mark on the scene, how could we forget the Jessica Simpson Dessert edible beauty collection that popped up in 2004! Though this collab trend is nothing new, it is certainly growing rapidly on a vastly different scale than we’re used to.
So, why now? It’s pretty clear that social media is the biggest catalyst for the shake up of the entire system. Just take a look at the numbers: When it comes to spending that coin, about 74% are influenced by social media according to the ODM Group. Ergo, the power of these platforms combined with celebrity engagement is greater than ever as they can directly market the products and give an intimate demo to fans in real time. NPD Group Beauty Analyst Larissa Jensen noted that “having a large social media following equates to sales” via Business Insider Malaysia. What’s more, the rise of e-commerce boosted the global accessibility of these products!
Joining the party at the right time can also be an agent for this influx as there was an enormous appetite for independent beauty brands. The 1.3% dip in traditional makeup brand sales while independent ones shot up by 42.7% in 2016 illustrates this, as commented by the CEO of Shiseido Americas in Forbes. It showed that buyers were growing weary of the hard-sell tactics employed by industry titans. Instead, they yearned for more reliable retail experiences helmed by trusted personalities.