Some analysts and observers have been predicting the end of the celebrity beauty trend for several years, as the market has grown saturated with myriad examples of celebrity-owned, licensed, and collaborative brands. While predictions of the demise of the entire sector haven’t come to pass, as Rihanna, Jessica Alba, Serena Williams, Harry Styles, and dozens […]
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From Recommendations to Retail
Digital-native lifestyle content platforms for millennial women are powerful influencers of consumer behavior, through trend coverage and especially product recommendations on their web and social channels. They are also cultivating their own presence in the world of licensing, collaboration, and brand extension, as illustrated by a raft of recent deals: Glossier, a beauty brand that […]
Supporting Self-Care
Self-care is an approach to wellness in which consumers purposefully take time to foster a positive mental, physical, and emotional state. It is a way to de-stress from a busy life, reduce anxiety, improve mood, avoid health-care issues, and ultimately enhance happiness and productivity. Practitioners stress that it is not a selfish lifestyle; rather, it […]
Personal Identity
Celebrities take different approaches when it comes to labeling their licensed product arrays, as they try to reach a balance between capitalizing on their fame and establishing a merchandise program that can thrive on its own merits. The first option is for fan-favorite personalities to conduct their licensing and collaboration activities under their own names, […]
Celebrities Reach Readers Through New Magazines
Three celebrity-connected brands are taking the plunge into the world of quarterly print periodicals: Gwyneth Paltrow’s Goop brand announced in April that it would introduce Goop magazine in partnership with Condé Nast this September. The publication brings the Goop lifestyle website to the print magazine format, with a focus on wellness. Blogger Ree Drummond paired […]
Living the Lifestyle
Over the past two years, lifestyle blogs that speak to young women have been slowly and steadily extending into branded products, sometimes through licensing or collaborations and sometimes managed in-house. Some examples: Brit + Co., overseen by Brit Morin, launched its first significant product extension last September, signing a deal with Cheeky to produce a […]
More Than Memoirs
Bookstore and book department shelves have long been filled with celebrity-penned memoirs, humor titles, cookbooks, picture books, and lifestyle tomes. A more recent development, however, is for celebrities to launch entire publishing imprints tied to their names or lifestyle brands. The imprints serve as a trade name or umbrella for not only the celebrity’s own […]