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?”
SUCKED INTO THE HYPE
Unlike celebrity fragrances which has been dwindling since the 2008 recession [according to a 2017 BBC report], full beauty lines possess a stronger power of representing a celebrity’s lifestyle, if executed correctly. Take Rihanna’s championing of people of all skin tones which aligns with her own principles or Tracee Ellis Ross pumping out hair care specifically targeted to curly hair babes. This comes down to an important element in the modern beauty game: authenticity. “Authenticity in marketing is really key, because it’s a precursor of trust. 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 studying media issues in Vox.
How is trust built between these celebs and the common people from all over? Through social media, ofc. By limiting the connection barriers now more than ever, fans can keep up-to-date and literally buy the look of celebrities they deem relatable.
When our faves drop their own beauty line, we tend to have faith that they’re also selling them in our best interests as opposed to solely add more coins into their bank accounts. That’s because it seems more likely that stars care about the image they’ve strived to build which ties into their sole personal beliefs and values– opposite to the branding of faceless corporations. After all, there’s more heat to bear on a single pair of shoulders if it all goes south, right?