While a celebrity might make consumers aware of a brand (they’ll pay close attention if it’s someone they’re a fan of), it’s rare that they would buy a beauty product because of the name alone. On the whole, they remain wary of products, particularly when it comes to skincare, do their own research, and always listen to expert advice.
Like all trends, the celebrity beauty bubble will eventually burst. The sharp decline of celebrity fragrances following its 2011 peak shows what can happen when consumers move on from a category. Nothing lasts forever and we’ve already seen a gradual shift towards hair brands, such as Tracee Ellis Ross’s Pattern, Priyanka Chopra Jonas’s Anomaly, and sexual wellness products via Cara Delevingne and Dakota Johnson.
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