The boom of the marks of cosmetic created by celebrities

What have in common Selena Gomez, Drew Barrymore, Millie Bobby Brown and Gwyneth Paltrow? To part to be famous and have stepped the red carpet in innumerable occasions these celebrities seems that they share the same professional aspiration out of the focuses: be employers in the industry of the cosmetic. To the list addother worldwide known faces like Kim Kardashian, Jessica Alba, Hailey Bieber, Jennifer Aniston, Pharrell Wiliams, Kesha, Jennifer Lopez, Lady Gaga, or Miranda Kerr. Florence by Mills of Millie Bobby Brown, Humanrace of Pharrell Williams and JLo Beauty of Jennifer Lopez His marks are the tangible example of the side aspiracional that represents the cosmetic. When we do an election like consumers, are not buying only a cream hidratante or a shadow of eyes, are buying a product aspiracional that approaches us to the group to the that want to belong, to the celebrity to which want to seem us or admire and to the image that want to project. And they know it well, because these products further of his functionality are fotogénicos and aesthetic. In occasions his packaging has to cost more than the own formula, and is not that the product was bad, is that his container is spectacular only does lacking to throw a glimpse to Rhode of Hailey Bieber or to SKKN by Kim of Kim Kardashian. It convertsalmost in an object of cult, a cosmetic that want to have in your neceser and that, above all else, want to show. The fact that only they sellin the selective channel, in the majority of occasions in Sephora, or in his own on-line shops power even more this point of exclusivity that surrounds to the mark. They are not marks in which you think when you are looking for the vitamin C more effective or want to delete the stains of your skin, but that is not his aim. It is the mark that give to your friend beauty freak, the mark that are still in instagram and the mark that go to buy like souvenir if have planned a trip to New York. SKKN by Kim Kardashian, Rhode by Hailey Bieber, Haus Labs by Lady Gaga It is a formula that has his public and that works. To affirm this only does lacking to fix us in his turnover. The magazine Forbes affirmed in 2021 that the mark Fenty Beauty of Rihanna has been the responsible that the singer form part of the exclusive list of multimillionaires that does the publication. It estimatesthat in his first year of life (2018) Fenty Beauty generated 550 million dollars. Some of these marks have worked well the concept that there is behind and go further of the celebrity in himself. Fenty Beauty Of Rihanna knew to take advantage of well a niche of market and exploded the category of the bases of make-up in 50 different tones to cover all the fototipos. Others like Goop of Gytnew Paltrow reflect a lifestyle and a very particular philosophy. They do not ridof the controversy As it was to expect, these marks have so many fans like detractores and there are controversies of all type that surround them. The most recent affects to Kylie Jenner and to his mark Kylie Cosmetics. In a post of instagram Kylie shared a series of photographies in which it could it to him see in the laboratory beside samples of his new cosmetic product, accompanied of the sentence "in the lab creating new magic for you guys 💕 better than ever. @kyliecosmetics" (In the laboratory creating new magic for you. Better that never). Little they took in filling the post of comments in which they threw him in face that was not fulfilling the norms of hygiene to be able to be in a laboratory: I peel loose, shoes without covering, manipulating instruments without gloves… She did not take in defendingsaying that it was a space reserved for his photos and creation of content. instagram @kyliejenner Rhode of Hailey Bieber also has starred some headlines after the judge failed to his favour after a demand put by part of the creators of a fashionable signature that carries by name Rhode. The creators affirm that the model had requested them buy the name of the mark four years backwards. Florence by Mills of Millie Bobby Brown, leading of Stranger Things, neither escapes . To promote his mark of cosmetic, Millie published a video showing his facial routine using his products, but the viewers darse that hardly it applied them by what considered that the routine was false and the publication filledof comments so sour like this "do not think that me the famous really use the routines of beauty that sell us. But at least I expect that they are had to use them neither that it was once. If you are not had to apply it in the face to promote it, why somebody more would have to use it for real?". Of the a lot of scandals of Goop, the mark of Gwyneth Paltrow, the most known is the one of the egg of jade. The mark put up for sale an egg of jade by $66 and affirmed that this could improve from the orgasms until the disequilibriums hormonales when it insertedin the vagina. The gynaecologists warned quickly that in reality they could be dangerous and Goop had to pay a fine of $145.000 by his affirmations of marketing without foundation. The mark is used to to star headlines often, the last has to see with his famous sail with aroma to the vagina of Paltrow that sells in his web by $75 and that is always exhausted. Gwyneth confessed that everything began like a prank being under the effects of mushrooms alucinógenas. When and reason began this boom? In the years 2000 the marks of perfumes of famous began to invade the shelvings of shopping centres, pharmacies and perfumeries: Britney Spears, Paris Hilton, Antonio Banderas… The celebrities of the moment put him expensive and name to the perfumes and the history that explainedfor enamorar to the consumer was easy: To what smells your celebrity favourite? The famous like image of mark of a product of beauty is not something new, during years have been ambassadors of different products of facial care, capilar, make-up and perfumery: Eva Longoria dyeswith Excellence of L'Oréal Paris, Charlize Theron smells to J'adore of Dior, Julia Roberts to The vie est belle of Lancôme, Keira Knightleymaquilla with the Rouge Coco of Chanel and like this could follow until the infinite. Until it does a decade could associate faces of famous with marks of beauty, but was not common that had his own mark of cosmetic. The rules of the game seemed simple: if like mark could allow you have a powerful ambassador, hired to the celebrity of the moment like image to achieve visibility and sales. There is not a moment concretise that it did to change the stage, but probably the social networks and his scope have something that see. Until the irruption of instagram and snapchat, the only contact that had the general public with his celebrities favourite and what knew of his lives and routines was through the television and the magazines. With the social networks this changed and the people of on foot began to have a more direct contact with the stars of Hollywood: what eat, where go on holiday, which cream use... The profiles of the famous beganto turn into a half in himself same and the marks saw the opportunity to promotethrough them. What happens when this celebrity sees that the mark sells thanks to his campaigns in networks? Perhaps it values how this income could finish in his pocket directly and sees viable the option to have an own mark, a model of business that on a long-term basis can be more profitable that be simply the ambassador of a mark of beauty. The one who has put it in practice recently is the queen of the influencers Chiara Ferragni that has launched his own mark of make-up after having worked with Lancôme like ambassador during years. Rare Beauty by Selena Gomez Definitely it opensall a fan of possibilities to the hour to do collaborations crossed. Selena Gomez that stars Only Murders in the Building has created a pack in the web of Rare Beauty so that you can buy with discount the make-up that luce the protagonist in the series (she same). The actions of marketing supported by celebrities are not something new. The actresses, singers and models have been the image of the marks from always, although definitely we are in a moment of peak and of new models of business that can be interesting for the industry. Big groups like LVMH or Coty are behind some of these marks, the group LVMH possesses 50,01% of Fenty Beauty, whereas Coty purchased in 2019 51% of Kylie Cosmetics.

The boom of the marks of cosmetic created by celebrities

It remains some famous without his own mark of facial care or make-up?

Sara Jiménez Garcia

Communication Manager