With the current popularity of food brands, especially those of the sweet variety, across all consumer products, and the current power of the beauty category as a center of collaboration activity, it is no wonder that partnerships pairing candy, cookies, and other sweets with color cosmetics, lip balms, skincare, and the like have been a […]
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Beauty Competition
The beauty segment has been one of the most active for inbound licensing and especially collaboration deals over the past several years, with the pace picking up during the pandemic. The category is seen as a prime opportunity for celebrities, classic characters, films and TV series, museums, corporate brands, and IP from virtually every other […]
Sitting Pretty in the Pandemic
Almost since the beginning of the lockdown, pundits have been saying that demand for cosmetics would likely decline, as most of consumers’ time has been spent at home and, even as society re-opens to a degree, mask-wearing hides much of the face. This prediction has come true in many cases, as a large number of […]
Influencer Accountability
Several high-profile influencers involved in licensing and collaborations have faced a backlash—in most cases with negative ramifications for their businesses—in the last month, due to past or present racist content: Shane Dawson posted a 20-minute video apologizing for using racist language and stereotypes, as well as blackface, along with other content such as jokes about […]
Of Makeup and Men
Makeup brand CoverGirl announced earlier this month that James Charles would become its first-ever male endorser. That news put a spotlight on a previously little-known segment of Internet celebrity: male social media stars who have gained followings for transforming their looks through the application of color cosmetics, often in dramatic fashion. Marketers are starting to […]