The Keys to Success for Celebrity-Founded Beauty Brands: Insights from The Goat Agency’s Head of Marketing

Rhode is currently making waves in the beauty industry, all thanks to a well-timed selfie from its founder Hailey Bieber. The brand’s ‘lip case’ has become a must-have accessory for Gen Z, showcasing the power of influencer marketing in today’s digital age.

However, not all celebrity-founded brands experience the same level of success. Brands like Lady Gaga’s Haus Labs and Ariana Grande’s REM Beauty have failed to make a significant impact despite their star power. Even iconic brands like Kylie Cosmetics and KKW Beauty, founded by the Kardashian-Jenner family, have lost their initial hype.

So, what sets successful brands like Rhode, Fenty, and Rare Beauty apart from the rest? According to Joanna Hughston, head of marketing at The Goat Agency, there are six key questions that celebrity or creator-founded beauty brands need to ask themselves.

Firstly, does the brand’s concept align with the founder’s passion and interests? Audiences can easily spot inauthenticity, so it’s crucial for brands to have a genuine connection to their products. Secondly, are they speaking the language of their target audience? Brands like Trinny London have excelled by understanding and engaging with their core customer base effectively.

Additionally, successful brands like Fenty Beauty and Rare Beauty have a clear brand narrative and aesthetic that resonates with their founders’ personal values. They also excel in translating their brand personality on social media, creating consistent and engaging content across various platforms.

Moreover, brands like Rhode have mastered the art of creating cultural moments, seamlessly integrating their products into their audience’s everyday lives. Lastly, it’s essential for brands to grow and evolve with their audience, ensuring longevity and relevance in the ever-changing beauty industry.

While celebrity-founded brands may have a head start in terms of visibility, maintaining success requires a deep understanding of their audience, a strong brand identity, and continuous innovation in marketing strategies. The challenge lies in creating a brand that can stand on its own, independent of the celebrity name behind it.