Victoria Beckham, Claudia Schiffer, Jessica Alba, Gwyneth Paltrow ... Hardly every month the world media community is excited by the news that another superstar is launching their cosmetic brand.
What is it: a new trend or a clearly thought-out strategy for developing a personal brand?
September 7, 2017. Already a few blocks before the Duggal Greenhouse in Brooklyn not pushed through - all of the leading beauty experts in New York arrived at the presentation of the new cosmetic line Rihanna - Fenty Beauty. Until the last hour, the location of the presentation is kept in strict confidence: the news of the launch caused a stir among the fans of the star. The company managed to get more than 10 thousand pre-orders for the product even before the announcement of the official sales date. Rihanna comes on stage with a big smile, talks a lot about the inspiration and variety of products that are suitable for any skin. A few days later the production goes on sale and in just three days news appears that the dark shades of the tonal basis are completely sold out.
Rihanna at the event dedicated to the launch of her line of decorative cosmetics Fenty Beauty, in Oscar de la Renta
After 230 million copies sold albums, a huge number of awards, clips and advertising campaigns, Rihanna deservedly enters the world's top stars. In 2016, it was the fourth in the ranking of the highest paid women in the music industry by the version of Forbes with a value of its own brand of $ 75 million. But the music industry alone can not fully reveal its potential. Therefore, starting in 2015, the star starts a series of fashionable collaborations. She signs a contract with Puma and receives the post of creative director.
Together they develop the design of the Fenty Puma Creeper, which becomes a hit. The first batch of running shoes, released in 2015, is fully sold out in 3 hours. When a new batch comes back for sale in a year, it flies in 35 minutes. After that, Rihanna makes a few more collaborations and produces collections of street clothes.
Fenty x Puma Spring-Summer 2018
2 years of active fashion-activity positively affect the personal brand of the singer, who is becoming more expensive from year to year. But to further expand this is not enough. There is a logical question: where to move next? Rihanna is betting on the huge and growing market of the cosmetic industry and is not missing out: Fenty Beauty is a huge success and brings the company 10 million sales in the first week.
Cosmetics Fenty Beauty by Rihanna
The same strategy is followed by another star - Kim Kardashian, whose personal brand is estimated at $ 48 million. Most of the revenue until 2017, she received from the sales of mobile applications Kim Kardashian: Hollywood. Since the launch in 2014, it downloaded 42 million times, which brought the company more than $ 100 million in revenue. In 2017, Kim also decides to expand, enters the high-potential cosmetics market and launches KKW Beauty, actively promoting products through personal accounts on Instagram and other social media. The party of 300 thousand units is bought up in a matter of minutes, which is equivalent to 14 million dollars of sales.
Means from the first collection of make-up KKW Beauty
Kim Kardashian and Rihanna were not the first to try to master the cosmetic industry market. One of the 25 most influential Latin American women, actress Salma Hayek debuted with her brand back in 2011. Salma's grandmother was a beautician, so the star concentrated on creating cosmetics and skin care products, body and hair NUANCE. The funds are sold in more than seven thousand stores in partnership with CVS / Pharmacy. This brought the actress more than 10 million dollars in sales and became a great signal about the huge potential of the market.
Cosmetics Nuance by Salma Hayek
The market is actively developing another star - Jessica Alba. The actress, having experienced hard times in her professional career, decided to go into business and run the beauty empire of Honest Beauty. It positions its personal brand as an eco-friend and represents a means of high-quality ingredients. Already in the first 2 years of operation, the company has announced 14 million sales, and in 2016 Alba is negotiating with Unilever on the sale of the company for $ 300 million. The deal did not take place, but Alba does not give up - launches 2 more lines of decorative cosmetics, significantly promoting the personal brand as a business lady.
In 2017, the interest of the stars in the cosmetic market is not weakening. Just two weeks ago, she launched another collaboration with the Estée Lauder brand, superstar Victoria Beckham. After the super-successful start last year, the designer updates the collection, goes into dark colors and extends the line. This update further complements her style in the collection of clothes and allows you to reinforce the brand of a stylish luxury girl.
"I wanted to participate in all stages of development - from choosing the weight and color of the pigment to the design of the package. It will be able to convey the true me more, as I see it, "- says Beckham.
"Recent research shows that the beauty industry will continue to grow for the next few years. The main trends will be the ability of the means to adapt to the skin's features, the natural composition of the products, the emphasis on organic materials, as well as a combination of aids and cosmetics, "say experts from the Cosmetics Europe research center.
Given the trend of the market, it is likely that we will see more than one launch of "star" cosmetic lines. Rihanna and Kim Kardashian are already planning an expansion of the product line for 2018.
Thanks for your attention.
Best Regards, Catherine