The Fame Game
CLEO Singapore|March - April 2020
With so many celeb beauty lines in the market (and underway), do we honestly need them all?
Monisha Sivanesan

Lady Gaga. Millie Bobby Brown. Jennifer Lopez. They’ve collaborated with beauty brands, and launched their very own lines into the market that has Rihanna’s Fenty Beauty and Kylie Cosmetics. The saturation of launches begs the question: “What’s so exciting about these brands besides celeb involvement?”

IT’S GLOW TIME

Celeb beauty isn’t exactly groundbreaking. Miranda Kerr's Kora Organics and J Lo's perfume collabs left their mark on the scene.

So... why now? It's pretty clear that social media is the biggest catalyst. When it comes to spending that coin, about 74% of buying decisions are influenced by social media, according to Sprout Social. The power of these selfie-rich platforms combined with celebrity engagement is greater than ever as they can directly market the products and give an intimate demo in real time. Even NPD Group Beauty Analyst Larissa Jensen noted that “having a large social media following equates to sales.”

SUCKED INTO THE HYPE

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