{"id":21611,"date":"2024-10-12T23:12:05","date_gmt":"2024-10-12T23:12:05","guid":{"rendered":"https:\/\/mysourcefunding.com\/?p=21611"},"modified":"2024-10-12T23:12:05","modified_gmt":"2024-10-12T23:12:05","slug":"as-celebrity-beauty-brands-grow-some-are-deemphasizing-star-power","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=21611","title":{"rendered":"As celebrity beauty brands grow, some are deemphasizing star power"},"content":{"rendered":"

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Chances are you\u2019ve heard of juggernaut beauty brands like Fenty Beauty and Rare Beauty, which are affiliated with superstars Rihanna and Selena Gomez, respectively.<\/p>\n

But you\u2019d be forgiven if you haven\u2019t heard of others, like actor Naomi Watts-founded menopause wellness brand Stripes Beauty, which filed for bankruptcy a year after debuting. (It has since been acquired by L Catterton, a private-equity firm co-founded by LVMH.)<\/p>\n

The number of beauty brands with celebrity founders has exploded in recent years. In 2023, celebrity beauty brands brought in more than $1 billion in sales, marking the first time ever that milestone was reached, according to market research firm Nielsen IQ, which tracks 43 such brands. But having a celebrity founder isn\u2019t always a recipe for success.<\/p>\n

\u201cThere\u2019s no debate in celebrities\u2019 ability to move consumer behavior,\u201d Ivan Kayser, CEO of Stagwell brand consultancy Redscout, told Marketing Brew. \u201cBut it\u2019s not as simple as, \u2018stick your face on a thing, call yourself the founder.\u2019\u201d<\/p>\n

Some brands, like supermodel Miranda Kerr\u2019s 15-year-old brand Kora Organics, have sought to deemphasize the celebrity status of their founders and focus on other ways to build their brands.<\/p>\n

\u201cThe celebrities have come in and out, but we don\u2019t associate ourselves with the celebrity brand,\u201d Lauren Elias, the brand\u2019s GM and CMO, told Marketing Brew. \u201cWe\u2019ve really kind of just stayed true to our roots for the past 15 years.\u201d<\/p>\n

Long game<\/h2>\n

Kora Organics officially debuted in 2009 in Australia, in 2017 in the US, and globally shortly after. The brand\u2019s products have been featured in outlets like Vogue and Allure, and have been used by other celebrities like singer Katy Perry, Elias said. Since expanding internationally, Kora has grown its presence to over 40 countries, according to Harper\u2019s Bazaar Australia; while the brand declined to share specific sales figures, Elias said that the company has had \u201cyear over year double-digit growth.\u201d<\/p>\n

As Kora has grown, the brand has \u201cworked really hard to reposition her as a founder and move her away from the people that associate her with Victoria\u2019s Secret Angel,\u201d Elias said.<\/p>\n

Elias credits the brand\u2019s longevity to its evolving marketing and branding strategy, which has in recent years included leaning into organic partnerships rather than relying on paid marketing alone.<\/p>\n

\u201cWe\u2019ve really focused on brand awareness and creating buzz and excitement about this brand,\u201d she said. \u201cWe\u2019ve definitely evolved our marketing model more away from just the pay-to-play levers of paid media, paid sampling, paid events, to more of these organic partnerships.\u201d<\/p>\n

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Elias said that the brand tries to avoid \u201cone-dimensional marketing programs,\u201d and has looked to promote new products through partnerships with brands with similar values. For a cleansing balm released last month, Kora teamed up with Hatch, a company that sells devices to aid with sleeping, to help promote the product.<\/p>\n

The cleansing balm is \u201cvery much about unwinding and relaxing\u2026partnering with Hatch just seemed like the perfect synergy,\u201d she said. \u201cWe love these partnerships because not only do they help in terms of our own brand awareness\u2014because we get to piggyback off of another brand\u2019s consumer base\u2014but it also helps the consumer, because it gives them a chance to discover a whole new brand that they probably never heard of.\u201d<\/p>\n

Do the math<\/h2>\n

The celebrity beauty brands that are thriving are really<\/em> thriving. In September, Gomez made her debut on the Bloomberg Billionaires Index, with \u201cthe vast bulk of that wealth\u2026tied to Rare Beauty,\u201d according to Bloomberg. Rihanna became a billionaire in 2021, according to Forbes, which noted at the time that \u201cthe bulk of her fortune\u2026comes from the value of Fenty Beauty.\u201d<\/p>\n

Of the 10 most successful celebrity-owned businesses, six the majority of them are beauty or skin-care brands, according to a recent report from the packaging company Arka. Rare Beauty came in third on Arka\u2019s list, just ahead of Fenty. (Kora was not on the list.)<\/p>\n

Thanks to their attachment to famous people, celebrity beauty brands can provide a convenience element to their branding, Kayser said. In other words, there\u2019s often no need to build a story around a founder who the public already knows.<\/p>\n

But like Kora, which has tied its brand to wellness efforts and organic farming, other celebrity brands have looked to link their branding with causes beyond their famous founders. Rare Beauty, for instance, has sought to highlight the importance of mental health, something Gomez herself has championed, through everything from partnerships and activations to its charity, the Rare Impact Fund.<\/p>\n

With that said, though, there can be benefits to tapping into the power of celebrity, Elias said, noting that Kerr has appeared on health and wellness-focused podcasts <\/em>to \u201cspeak about her story.\u201d<\/p>\n

\u201cWe see a huge return on investment when Miranda\u2019s on [those] podcasts,\u201d she told us.<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Chances are you\u2019ve heard of juggernaut beauty brands like Fenty Beauty and Rare Beauty, which are affiliated with superstars Rihanna and Selena Gomez, respectively. But you\u2019d be forgiven if you haven\u2019t heard of others, like actor Naomi Watts-founded menopause wellness brand Stripes Beauty, which filed for bankruptcy a year after debuting. (It has since been […]<\/p>\n","protected":false},"author":1,"featured_media":21612,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-21611","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nAs celebrity beauty brands grow, some are deemphasizing star power | Brandiary<\/title>\n<meta name=\"description\" content=\"Chances are you\u2019ve heard of juggernaut beauty brands like Fenty Beauty and Rare Beauty, which are affiliated with superstars Rihanna and Selena Gomez,\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=21611\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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