Mixed martial arts (MMA) athletes have been actively entering into partnerships for apparel and other categories, or launching their own merchandise programs, in 2020 and 2021: Conor McGregor launched an apparel collaboration early this month with Roots of Fight, including t-shirts as well as a hoodie, a thermal shirt, and sweatpants. The collection was available […]
Archive | Celebrity
A New Wrinkle In The Cosmetics Category
Inclusivity has been a big topic in the beauty industry of late, and a wide range of new lines, including licensed and collaborative examples, have focused on cosmetics and skincare that address the needs of consumers of all colors and skin types. The trend had been ongoing for some time but intensified in 2020 due […]
Big Names in Beauty Shift to Skincare
Prior to the appearance of the coronavirus, celebrities had been increasingly entering the skincare category, a much less crowded segment of the beauty industry than color cosmetics (eye color, lip color, blush, etc.). The presence of celebrities in the beauty category in general, and the skincare segment in particular, has not waned at all since […]
Family Affair
Digital influencers’ content often features supporting appearances by friends and family. Ryan Kaji’s videos include his parents and younger twin sisters, who also have their own spin-off channel, although the Ryan’s World licensing program is focused exclusively on Ryan. Siblings Charli and Dixie d’Amelio and Jake and Logan Paul sometimes play a role in each […]
K-Pop Culture
K-Pop has been growing in popularity in the U.S. for the past few years. In 2019, BTS—the bestselling K-Pop act globally and the biggest K-Pop brand in the U.S. and most other markets—tied the Beatles as the only other group to have three albums hit number one on the Billboard charts in a single calendar […]
Teaming Up for CBD
Sports leagues, teams, and events, as well as athletes, have become active players in the CBD industry, with many of their efforts focused on pain management. In fact, athletes and sports licensors account for 19.2% of IP partnership deals done in 2019 and 2020 in the cannabis space, second only to musicians, who have been […]
Bad Behavior
Two months ago, in July, we wrote about a group of influencers who had been called out for racist comments or actions. Bad behavior on the part of influencers has continued and even intensified since then, as a number of social media celebrities around the world have been arrested or investigated by the authorities in […]
Universal Skincare
By Karen Raugust on August 24, 2020 in Celebrity, Diversity/Inclusion, Health/beauty, Licensing, Wellness
One trend we’ve been watching for the past couple of years is the proliferation of celebrity cosmetics collaborations aimed at a diverse spectrum of colors and ethnicities. A more recent twist on the trend has consisted of skincare collaborations. Rather than a rainbow of different hues to appeal to the entire spectrum of skin color, […]
I, Robot
Virtual influencers have been proliferating over the past three to four years, with examples springing up all around the world and some garnering millions of followers. While they still are relatively few in number and are just starting to gain mainstream awareness, several have been in the news in the past couple of months. Sometimes […]
Viva el Maquillaje
Latina singers have been in high demand for makeup collaborations of late, with at least three deals signed this year after several introductions in 2018 and 2019. These celebrities have an advantage in that they tend to attract a mainstream audience that includes ethnically and racially diverse consumers, something that increasingly appeals to cosmetics marketers […]