Celebrity-founded, owned and backed brands have become more and more popular. Some of the recently launched celebrity brands include SKKN by Kim Kardashian, Rhode by Hailey Rhode Bieber, R.E.M. Beauty by Ariana Grande, and JLo Beauty by Jennifer Lopez, just to name a few.
But executives and founders need to be thoughtful in how they incorporate a famous name into their brand. For starters, don’t hire a celebrity as a creative director or formulator.
Due to the nature of their profession, celebrities are often unfamiliar with how marketing works, especially go-to market planning and maintaining a brand. Jessica Alba is one of the few celebrities who have been able to create and maintain a successful brand. She speaks at length on how she does this, staying very much focused on what works for her as an entrepreneur with The Honest Company. The celebrity phenomenon is an interesting one in the beauty space. Celebrities essentially become their own brand, and as such must continue to be marketed by agents or PR firms to the public at large. However, this doesn’t mean that they can or should have their own beauty brand or be a creative director for another one.