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Celebrity Brands Disrupting Cosmetic Industry

Global Women Cosmetics Market

FMCG and Retail | Dec, 2017

How do these lovely ladies of Bollywood/Hollywood have such flawless skin? What are the secrets behind their perfect looks, perfect skin and perfect hair? Most of us keep altering our daily products to reach that perfect radiance on our skin. Right?

You must think about two scenarios:

It's one thing when a celebrity endorses a brand. They sign on for a year or two, and then they appear in magazine or TV advertisements. In the advertisements, they tell us about the excellence of the product, uses of the product or whatever the product offering may be but when the agreement closes?? POOF, all goes away. They proceed onward to the following major ordeal and we are left considering, "Perhaps she didn't care for that cream after all … ". Right??

But there is other case, when a celebrity makes a brand, it's an altogether alternate story. Stars spend incalculable hours in the hair and cosmetics seat taking in traps from beauticians and specialists. They attempt a ton of items - so when something moves them to make their own brand line, they by and large know precisely what they need. Well, this is how it goes.

Well, Fashion and Beauty Go Hand in Hand:

Some beauty products are amazing. They work well, they smell fantastic, ingredients they use are like marvellous. They are creating a buzz in the market leaving behind all the beauty products the women are shifting towards the celebrity brand lines. It is because they feel safe or are that much amazing. Well, the answer lies your within. Use them and check.

We all know that the fashion industry or you can say beauty industry and Bollywood/Hollywood go hand in hand like peanut butter and Nutella. 

Given below is a list of the top celebrity skin care products that are available.

·       Kylie Cosmetics by Kylie Jenner: The most popular one, isn’t it? I remember few years ago, when Kylie Jenner released her line of lip kits, they sold out within minutes after going live. Now there are so many products that are available you talk about eye liners, eye shadows. We are partial to her silky, shimmery Kylighters.

·     Victoria Beckham: So much good make up if you want to have try Victoria’s Beckham’s collection of matte nude lipsticks, glittery shadows, smoky eyeliners, morning creams what not?

·     Jessica Alba: The hydrating primer, from Jessica Alba's Honest Beauty line, extend the wear of makeup, and brighten skin without the nasty ingredients. You can try and feel it.

·      KIM KARDASHIAN, KKW BEAUTY: KKW Beauty just launched and is already a million-dollar company. Although Kim has only released contouring and highlighting products so far!

Well, it is so fascinating, and it makes sense with celebs known for their killer skin and hair, it's no sensation that these stars decide to invest in beauty brands. These celebs are the brains behind successful skincare, hair and makeup brands and they're also making waves in the beauty industry.

But wait! Are they just doing it for money or they want to get more famous or what?

Well, all of us knows better the answer, the market of beauty and personal care products is booming, the youth demands more of these products and without carrying the price of these products they just demand for good products for their skin and hair. So, the celebs know what is the demand of beauty products globally and how they can capture the market.

Well, there is no question about it that they are playing smartly, they know the demand, they know the market and moreover, they know their worth in the market. So, they can easily sell their products with their name on it. According to Techsci Research published Global Women Cosmetics Market by Product Type (Skin care, Hair Care, Fragrances, Make up, etc.), By Point of Sale (Beauty parlours/Salons, Multi Branded Retail Stores, Online Channels, etc.) Competition Forecast & Opportunities, 2012–2022, the Market is projected to grow at a CAGR of over 4%, in value terms, during 2017-2022.

What are different marketing techniques these celebrities follow?

For women, to find the perfect makeup is extremely difficult, often becoming a bore and hassle. While most women suffer through the search, celebrities can afford to make their own solution. With money on their fingertips, celebrities hire some of the top consultants to produce and design makeup lines that work for them, many of which have become great achievement stories in the consumer market.

For an instance take an example of Rihanna- FENTY Beauty, she launched a makeup line “so that women everywhere would be included,” focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades. However, Rihanna is not only one to introduce cosmetics brand line, but she came up with some different product range like forty shades of foundation etc.

What makes women to buy these products, even though they are expensive?

The women are much more skin and hair conscious than men, no doubt in that. Skin care is essential for women. Growing aging population globally, increasing per capita expenditure on beauty products, increasing young population in the developing countries and high demand for skin care products with medicinal properties are some factors which pushes the demand for the skin care products. According to Techsci Research Global Skin Care Market by Product Type (Face Care Vs Body Care), By Distribution Channel (Beauty Parlours/Salons, Multi Branded Retail Stores, Online Channels, Supermarkets/Hypermarkets, Exclusive Retail Stores & Others), Competition Forecast & Opportunities, 2012 – 2022, the market is projected to grow at a CAGR of over 5%, in value terms, during 2017-2022.

What change we can see in the cosmetic market after the celebs marked their presence?

If we look at the revenue these celebs are earing with their brand is huge. We know that the Global Women Cosmetics market is increasing with a CAGR of over 4 percent. These celeb brands are playing a major role in the growth of the market.

For an instance let’s take an example of war of beauty in Fenty and Kylie Jenner, in 2017, she is on her way to become a Billionaire with its brand line, Kylie.

Brand

2017

Kylie

$ 386 Million

Fenty

$ 72 Million (As of September)


Source: Techsci Research

So, the idea is basically we absorb 70 to 80% of what we put on our skin, so better you exercise, eat good well instead putting so much chemicals, parabens, and silicones—it’s not great. Or simply use organic products on your skin, which are gentle and soft on your skin. Major global cosmetics companies have been introducing organic products through different channels to strengthen their position in global organic cosmetic market. According to Techsci Research Global Organic Cosmetics Market Forecast & Opportunities 2021, the global market for organic cosmetics is projected to grow at a CAGR of over 13% during 2016-2021.

Conclusion: Ultimately, the choice is yours, feel free to treat yourself, I think the celebrities that I’ve discussed are involved in much of the creative process and genuinely care about offering quality of products. So, try the products!!!


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