As the market of celebrity beauty brands reaches peak saturation, consumer fatigue is setting in.
of its earnings and was not in fact the billionaire she claimed to be, the 22-year-old is still worth a cool $600 million.Then, in 2017, Rihanna launched her make-up brand Fenty beauty. The brand had the brawn of luxury goods conglomerate LVMH, the brains of beauty incubator Kendo and Rihanna’s global star power ensuring its success. It also filled a niche in the market, catering to a diversity of skin tones and colours.
Dulma Altan, founder and CEO of Makelane, a community for female Direct to Consumer businesses, says that consumers care about authenticity. She uses the term “consumer fatigue” to describe a growing disillusionment among consumers towards these brands. “There’s such a saturation of celebrity brands, there’s scepticism about how each one differs from the other and about the intent behind them.
Liz McCartan, Head of Category for makeup at Mecca, agrees that the celebrity beauty brand’s star is fading. Many, she says, fail to meet the three criteria she looks for when buying: products that perform, a powerful founder story, and good brand positioning . She highlights model Rosie Huntington-Whiteley’s brand Rose Inc. as an example of success, where Huntington-Whiteley is hugely involved in the business.McCartan also points out that the kind of celebrity that has influence has changed.
So what’s next for celebrities and beauty? For Altan it’s all about “partnership” or “equity-based” models, where celebrities team up with established brands or lend their star power to start-ups. This is different to a traditional endorsement deal – rather than just lending their image, they funnel money and creative input into the business.
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