Associating famous people – those in film, music, fashion and beyond – with a number of high-profile products is nothing new. Since the golden age of advertising, we’ve been more than accustomed to seeing household names and faces sell us all manner of essentials and luxury items – but one of the more recent trends in the makeup industry has seen celebrities outright owning and promoting their own beauty products. From Madonna to Rihanna, Victoria Beckham to the Olsen Twins, it seems as if everyone has had a go at the beauty business in the past few years.
But what is it that makes these mega celebrities cross over so easily into makeup? The answer may be two-fold. To start, it’s safe to say that celebrities are absolutely everywhere – and even more so in our lives thanks to social media, 24 hour TV networks, and more besides. Creating a makeup or beauty line to tie in with a personality’s popularity is, in a sense, making fantastic use of the brand. Rihanna, for example, has spent years working her way up the pop charts and has only established her Fenty Beauty line in recent years – it is, from a business point of view, a way of capturing fans’ interest in certain stars and personalities in a whole other market.
On the other hand – much of it is to do with the genuine passion of the celebrities themselves. Victoria Beckham, for example, has worked tirelessly to establish her fashion line, and, as an offshoot, has created her own popular makeup range to run alongside: She partnered with Estee Lauder. Many A-listers simply want to share their secrets with the world – others are genuinely interested in helping their fans – while others may even strive to conquer the beauty and makeup markets alone. I hope they all focus on more inclusive makeup lines, catering for all skin tones. Let’s see if they are courageous enough.
Celebrity makeup lines sell incredibly well year-on-year – so it can hardly be argued that an A-lister looking to launch a mascara is making a poor business decision!
Rihanna has said outright that she wants to make sure everyone feels included.