It has been well-established that consumers are fed up with celebrity beauty brands. So, how do some celebrity beauty brands still go on to achieve huge success?
In this week’s podcast episode, I dove into the business of celebrity beauty brands, examining how they differ from regular startups—not just in their access to fame, but in their unique business strategies.
After unpacking how these brands became so prolific, I wanted to understand how consumers really feel about them. To do this, I turned to Reddit, where beauty consumers and celebrity fans alike share their unfiltered opinions. The surprising result? Celebrity beauty brands maintain a 61.2% positive sentiment, despite the consistent reports of consumer fatigue. Most interestingly, negative sentiment towards these brands has risen considerably and spiked by about 600% in mid-2021.
I then went deeper into the r/BeautyGuruChatter subreddit to uncover why some celebrity beauty brands succeed while others flop.
Finally, I explored the big question: What’s next for celebrity beauty brands? Check out this week’s episode for all of this and more!
Raw Sentiment Data for anyone interested:
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