Are celebrity-founded hair care lines doomed to failure or is the category actually on the rise?
A new wave of celebrity brands has taken over the hair care industry this year: Rihanna, Beyoncé, Rita Ora and Blake Lively are all present in this field.
This seems like a smart move considering that the global hair care market is projected to generate $93.74 billion this year and grow at a CAGR of nearly 3% through 2028, according to market analyst Statista.
But can these brands hold their own after their market launch?
Any celebrity-founded brand, no matter how prominent, will not survive without access to the star.
“Celebrities are getting into hair care for the same reason we saw them get into skin care last year: because the trend is taking off and they want a piece of the pie,” says Stacey Levine, brand marketing and communications consultant.
“But the industry is tired of celebrity launches, so something has to be really special and done really right to break through.”
Some brands are met with approval, others are criticized for a lack of authenticity.
This is especially true of Blake Lively’s “strengthening” hair care range Blake Brown, which was developed in collaboration with the cosmetics group Give Back Beauty and launched in August.
Blake Lively’s Blake Brown hair care line has received mixed reviews
Finding the right time
The American actress has come under fire for promoting Blake Brown in parallel to her press tour. It ends with us – the film adaptation of Colleen Hoover’s novel, which touches on the subject of domestic violence, in which Lively plays the leading role of Lily Bloom.
Silence about the film’s complex subject matter and rumors of a dispute between Lively and the film’s director, Justin Baldoni, also contributed to the negative press.
“The fact that the debut was underpinned by the film tour was problematic,” says Rhea Cartwright, a strategic advisor for cosmetics brands.
“Blake and her team should have been foresighted
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- Company:
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Louis Vuitton Moet Hennessy
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Typbea
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Niles + Chaz
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Blake Brown
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