Almost every day there is a news about a celebrity launching her own make-up line or fragrance. On the other hand, many of the major make-up brands use capsule collections signed or cured by stars, as an efficient marketing strategy .
Since forever, having a famous model or actress as brand ambassador is at the base of beauty brands’ essence, but in the last decades this tool has taken a step forward, evolving in something more complex. Not only the image of the brand is connected to the beauty or the allure of the star, is the star in first person, who gives her own personal mark to the products.
M.A.C is one of the most emblematic examples of wise use of collaboration with celebrities, with the “Viva Glam” lipstick collection or with make-up capsules dedicate to celebrities like Mariah Carey, Beth Ditto, Caitlyn Jenner, Rihanna etc.
But the real trend today is celebrities launching her/his (yes, men are in the business too, like we highlighted in our article on the no gender trends) own beauty brand like Gwyneth Paltrow, Jessica Alba and Madonna. In the last days, for example, newspaper were all on the news about Rihanna’s brand Fenty Beauty launching at Sephora or Kris Jenner x Kylie Cosmetics launched on Mother’s Day.
Last in appearance, even if not yet confirmed, miss Germanotta alias Lady Gaga, after her black fragrance “Fame” with Coty and her lipstick collection for M.A.C Viva Glam, will soon launch her own beauty brand. The name and the range are still a secret even if, according to some rumors, the brand name could be Haus Beauty. What we can easily predict is that the project will have great success.