The beauty industry is more competitive than ever, with celebrities delving into the sector and setting up their own beauty lines. With so many beauty influencers taking over the market, it can be difficult to stand out. But that hasn’t stopped the biggest names in Hollywood from marketing themselves as beauty moguls, making their mark on the sector with innovative products and aesthetic values. In this article, we’ll explore the beauty influencers who have made their own beauty lines and see if they’re worth the hype.
1. The Rise of Celebrity Beauty Lines
In recent years, the beauty industry has seen an influx in celebrity endorsed beauty lines. Although it’s no surprise celebrities and the beauty industry have a long-standing relationship, these partnerships have taken a new and surprising turn. Nowadays, it’s no longer just about the endorsements or model contracts, but actual joint partnerships between celebrities and some of the biggest beauty brands around.
The list of successful celebrity products is growing in 2020, launching everything from makeup and skincare to hair care products, and beyond.
- Kylie Cosmetics, owned and operated by Kylie Jenner, was one of the first launches that revolutionized the beauty market.
- Kim Kardashian’s KKW Beauty, created in 2017, quickly became a success and has reclaimed its spot among the top-selling beauty lines.
- In 2019, Selena Gomez launched Rare Beauty, a cosmetics line focused on inclusivity and self-love.
- Most recently, Lady Gaga unveiled her own beauty brand, Haus Laboratories, in the summer of 2019.
These celebrity products tend to produce the same results that consumers are already familiar with when compared to other beauty brands on the market- from long-lasting lipsticks to complexion perfecting foundations or cleansers. But, they also set themselves apart, not necessarily in terms of products, but more in terms of the narrative that each celebrity brings to the table.
In the end, it would appear that the consumer’s unwavering fascination with celebrities has shifted onto the beauty industry, allowing celebrity beauty lines to successfully tap into a growing market. It’s likely the beauty industry will continue to see celebrity launches in the years to come.
2. How Beauty Influencers Leverage Their Platforms
Beauty influencers are renowned for their expertise on matters related to beauty and fashion, and their platforms are perfect for capitalizing on a captive audience. Here are a few ways beauty influencers are leveraging their platforms:
- Creating Brand Partnerships: Beauty influencers are often courted by makeup and skincare companies and are able to create close relationships with them. This then leads to long-term business partnerships which benefit both the influencer and their brand.
- Developing Content Strategies: Creating targeted content that appeals to their followers is a great way for beauty influencers to promote their brand messaging and shine in the industry. This includes photo shoots, beauty tutorials, hauls, and more depending on their niche.
- Network Building: Beauty influencers often take advantage of their platforms to network with other industry professionals. This strengthens their credibility and fosters critical relationships, as well as helps them create a larger audience.
Beauty influencers serve as inspiring success stories and their platformstare powerful tools for creating a desired lifestyle. They have become experts in leveraging their fame and influence in meaningful ways that benefit both themselves and their followers.
3. From Social to Shelf: The Impact of Celebrity Beauty Brands
With the rise of social media, celebrities have experienced an even larger platform on which to promote their product lines — and plenty of followers willing to follow. From Kim Kardashian West’s KKW Beauty to Kylie Jenner’s Kylie Cosmetics, celebrity beauty brands have surged in popularity in recent years.
These celebrity cosmetics brands have allowed not only influencers but also everyday consumers to experience new beauty found in the cosmetics world. We have seen an influx of velvet liquid lipsticks, extremely pigmented eyeshadow palettes, and highlighters that can make you look like you stepped out of an Ibiza club.
However, the most important factor for these celebrity-driven beauty brands viability is their ability to successfully go from social media to shelf. Of course, the power of social media and online sales have increased their sales margins — but if they want to stay in the beauty game and remain competitive, they need to make the leap to retail shops and drug stores.
- KKW Beauty has stores all over the United States.
- Kylie Cosmetics can be found in select Ulta Beauty stores.
- Huda Beauty launched in Sephora stores around the world.
Celebrity-driven beauty brands are becoming a part of the beauty landscape in a big way with powerful names and beautiful products. From stepping into the physical retail space to penetrating international markets, these brands have created an entirely new multi-million dollar industry. It will be interesting to follow these celebrity beauty brands in the years to come, and see how far they will go.
4. Exploring Consumer Motivations Behind Celebrity Beauty Brands
With the increasing number of celebrity-endorsed beauty brands, experts have attempted to identify what lies behind their success. These products feature endorsements from popular celebrities, such as singers, athletes, models, and actors. Consumers often turn to these brands, instead of established cosmetics companies, for their beauty needs.
Behavioral Motivation
Consumer behavior is highly impacted by celebrities’ endorsements. They may purchase a product due to their admiration for a star, the notion that it is “in” to follow celebrities’ trends, or the belief that these products are of a higher quality.
Social Media Impact
Social media plays a strong role in amplifying the success of celebrity beauty brands. These products are pushed heavily on platforms such as Instagram, Twitter, and Facebook, with influencers, celebrities, and even some of their fans promoting the product and demonstrating positive usage of it. As a result, followers may be inspired to buy them for themselves.
Customer Loyalty
Moreover, celebrity beauty brands usually have a loyal customer base, which further leads to their success. Customers may become accustomed to using the same beauty brand due to habit or convenience. As such, they continue to purchase products from the same celebrity-endorsed line.
5. Who’s Winning the Beauty Revolution – Influencers or Traditional Brands?
The beauty revolution is a billion-dollar industry that continues to grow in popularity every year. But who is leading the charge – influencers or traditional beauty brands? Let’s take a closer look:
Influencers
- Influencers have become incredibly influential in the beauty industry. Their video tutorials, makeup tips, and product reviews are driving sales and changing the way people shop. Unbiased opinions, social media presence, and trustworthiness makes influencers preferred by many.
- In addition, influencers often join hands with brands to collaborate on campaigns and products that drive consumer engagement. Additionally, many influencers gain more followers and attract new market segments.
Traditional Brands
- Traditional beauty brands take a different approach to marketing. Their detailed product information and comprehensive experience make them the go-to for beauty products. Many consumers prefer to buy directly from orthodox brands due to their established trustworthiness and brand loyalty.
- These conventional brands put an emphasis on innovating existing products and launching new products, making sure that they have the latest trends and technology. They also provide quality assurance and unique customer feedback which help them stay ahead of the competition.
Both influencers and traditional beauty brands have an important role to play in the beauty revolution. Both have unique advantages that are attractive to different consumer segments. So, it’s impossible to truly choose one over the other – they’re both necessary for the sector’s success.
For those looking to gain inspiration from celebrity beauty influencers, or just pick up on the latest beauty trends, the possibilities are endless. Thanks to the growing presence of the beauty market, you can now purchase beauty products making use of the wisdom of these influential leaders. Whichever beauty influencer you choose to follow, make sure to give their products a try — you may just find your new favorite!
