![]() On the whole, they remain wary of products, particularly when it comes to skincare, do their own research and always listen to expert advice. While a celebrity might make consumers aware of a brand (they’ll pay close attention if it’s someone they’re a fan of), it’s rare that they would buy a beauty product because of the name alone. “But the product itself should be more important than the celebrity or advertising.” It’s quality that she cites as the reason for the few products from celebrity brands that she’s purchased - a Rare Beauty highlighter with good reviews, a Fenty concealer because of its range of shades. “ products by celebrities are bad quality because it is believed that people will buy them regardless,” says Marion, a 17-year-old gen-Z consumer from Toronto. “The main value of these talents is they accelerate the potential of success and get you off to a head start.” “You want to try to solve a problem for the customer and just by putting a celebrity behind a brand doesn't solve a problem,” he says. “Talent is important but it’s not what’s going to drive the brand to the finish line or make it successful.” Neff says over the last couple of years they have spoken to 500 plus talent, many of them with huge social following, but as of yet have only moved forward with four of the brands – those ones like Pattern which had both a unique product that solved a problem and a sense of authentic storytelling. “For me, it always starts with product,” says Shaun Neff, co-founder of incubator Beach House Group which has launched celebrity brands including Tracee Ellis Ross’s Pattern and Florence by Mills. It’s also the quality of the product that will ultimately attract the investors. “People aren’t just buying into the face - they equally expect the product to work as hard as any other brand they’d engage with,” says Victoria Buchanan, senior futures analyst at strategic foresight consultancy The Future Laboratory. “Having Victoria as a partner obviously shines a light on the brand that we wouldn’t have otherwise, but we still have to stand up to the scrutiny and credibility that any new beauty brand would need to.” The importance of quality over influenceĬelebrities undeniably wield great influence over their following, but if they want to convince consumers to buy their products, this credibility and, most importantly, gold-standard quality, is non-negotiable. While she says there is “no doubt” the former Spice Girl is a celebrity, they don’t consider Victoria Beckham Beauty a celebrity brand, but rather a bona fide indie startup. ![]() Those who are in it for the short term or inauthentically won’t last - consumers are savvy.”Ī long-time beauty executive, Creal met Beckham at Estée Lauder, with whom the designer launched a capsule cosmetics collection and was drawn to her passion and vision. “Celebrities can no longer slap their name on something and not have their communities realise that’s what’s happening. “We tend to think of celebrity brands as inauthentic partnerships - traditionally, that is often what they were,” says Sarah Creal, co-founder and CEO of Victoria Beckham Beauty. This content can also be viewed on the site it originates from.Īt the other end of the spectrum, Victoria Beckham established her credentials as a serious player, partnering with industry favourite Dr Augustinus Bader for her first skincare launch. Brown issued an apology a few days later, writing, “I’m still learning the best way to share my routines as I get to know this space better - I’m not an expert.” It’s also why actress Millie Bobby Brown drew criticism after posting a skincare tutorial, in which she seemingly didn’t actually apply any of the products to her face. “Many of you know I’ve done my own make-up for a long time,” she wrote on Twitter. It’s why Halsey prefaced the announcement of her make-up brand About-Face in January by establishing her credibility. It’s why it matters that Pharrell Williams collaborated with his longtime dermatologist, Dr Elena Jones, for his skincare brand Humanrace. Today, beauty consumers have never been more educated about what they are putting on their face or more demanding about the quality. As the market becomes increasingly crowded, brands will have to rely on that notoriously slippery concept of authenticity to gain the trust and business of their target audience. ![]() But for everyone chasing a Fenty beauty style success story, fame and following alone won't ensure sales.
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