What celebrity should her makeup line begin
"Because I am worth it." The famous L'Oreal slogan, which ambassadors such as Jane Fonda or Claudia Schiffer, feminist-empowered, whistled out into the world, will soon be 50 years old. The current motto in the cosmetics industry is more like: "Because I'm worth it to you." The beautiful and those with strong reach advertise less and less for other brands with their faces, they prefer to bring their own beauty brand onto the market right away.
Rihanna launched Fenty Beauty with great success in 2017 and added Fenty Skin to the range this summer. Singer and producer Pharrell Williams released a unisex line called Humanrace last month. Soulcare by singer Alicia Keys was launched in the USA at the beginning of December and will be available throughout Europe at the end of January. And if you always wanted to know how Jennifer Lopez still keeps her "JLo Glow" even when she is over 50 - from January 1st, anyone can try to re-apply it, which a lot of people are obviously planning to do: The first batch of JLo Beauty is over Pre-orders sold out before they even hit stores.
Which already explains one of the reasons for the prominent beauty boom: The cosmetics market promises significantly more growth than the fashion industry, and the segment has grown even in times of Covid. At the latest when Kylie Cosmetics sold record amounts of lip gloss from Kardashian offspring Kylie Jenner (and the Coty group finally put 600 million dollars on the table for a 51 percent share), Beauty was celebrated as the new Eldorado of the luxury industry. This year, the global volume for "Cosmetic Skin Care" is expected to be at an estimated 145.3 billion dollars, by 2027 it could rise to 185.5 billion dollars, and there should be room for improvement, especially in skin care.
Lip gloss & Co as entry drugs into the world of stars
So if fashion was the celebrity prestige project of the noughties and ten years - Williams has been designing lines for Adidas, JLo, Victoria Beckham and Rihanna for years - the next adventure is in pots. The advantage is known to be lower entry prices with a larger profit margin at the same time. Fenty Beauty mascara is available for 25 euros, and Keys Soulcare cream for 30 dollars. In the star empires, beauty stands for the candy department at the front of the checkout.
And recently a certain amount of activism has been practiced here. "I looked - but I didn't find it!" Is the beginning of the interviews with the celebrity preneurs. The actress Jessica Alba, for example, had baby products developed without synthetic additives after the birth of her first daughter in 2011 because nothing else seemed good enough to her. Today she sells "clean beauty" very successfully with Honest. Above all, Rihanna laid the foundation for more "diversity" in the cosmetics department with primers in 40 different shades in the truest sense of the word. Previously, most of the big brands barely carried make-up for darker skin tones, but Fenty has been proven to have moved the mass market. Williams chose the brand name Humanrace because the products are intended for every skin color and gender, i.e. for everyone under the sun. The largest possible target group then reliably bought the online shop empty.
Pharrell Williams can be filmed in the morning toilet
The celebrity care works so well, not least because stars appear much more committed when they are not only ambassadors but also senders of a brand. If actors or pop stars had earlier dropped dead rather than being filmed in the morning toilet, beauty tutorials are now part of the standard program. So Pharrell Williams massages his rice powder cleansing foam on his face in front of the camera and explains that the skin is the result of the "spirit" behind it. Kindly he should be able to reach it in three minutes with just three products.
Alicia Keys can be photographed sniffing her sage and oat milk scented candle and grabbing the jar. As a reminder: this is the singer who declared in 2016 that she would no longer wear make-up in order not to "paste up" her skin, her soul, or her thoughts. "I've rarely felt comfortable in my skin," the 39-year-old admitted in a recent press conference. The nature-based Soulcare, developed with dermatologists, should not only be balm for skin and body, but also balm for the soul with live talks on Instagram. In times of social distancing and general uncertainty, care rituals are important, and skincare ultimately means self-care, says Keys. Or to put it another way: spoil yourself, otherwise nobody will spoil you.
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