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Ciara is the latest celebrity-turned-beauty entrepreneur: The R&B singer’s new skincare brand, OAM (short for “On A Mission”), launches on September 15. Can you cut through the noise of celebrity beauty brands?
OAM’s first collection consists of five products: a hydrating cleanser, illuminating pads, illuminating serum, eye revitalizer, and radiant moisturizer, priced from $28 to $62. Each product contains vitamin C, which is sure to have the legions of skincare ingredient experts on social media talking. More products and categories will be introduced later, but for now, Ciara says she wants to keep things intentional, on a call from Denver, where she and her husband, NFL star Russell Wilson, along with their three children, have their campus. during football season. The plan is also to eventually sell through retailers, but being direct first helps the brand establish a close connection with customers, says Ciara.
We hit the top of the celebrity brand: Larissa Jensen, VP of beauty at NPD Group, says we’re at the highest volume since 2019. Ciara is up against actors like Jessica Alba, Jennifer Aniston and Gwyneth Paltrow, musicians like Rihanna, Pharrell, Selena Gomez, Jennifer Lopez and Harry Styles, models like Miranda Kerr and Rosie Huntington-Whiteley, fashion makeup artists like Isamaya Ffrench, Violette Serrat and Gucci Westman, influencers like Hyram, Michelle Phan and Charlotte Palermino, and a generation of talent still younger. like Hailey Bieber and Emma Chamberlain, who have their own beauty and skin care lines. Kardashian brand empire goes strong: Kim Kardashian reintroduced her brand line with the launch of Skkn, while Kylie Cosmetics is changing its product line. This year alone, celebrities like Scarlett Johansson, Gwen Stefani and Courteney Cox have launched their own companies.
Despite the rush, celebrity beauty brands still account for a small fraction of the $355 million US beauty industry sales volume. Celebrity makeup brands account for 7 percent of sales in the US beauty market, followed by fragrances at 2 percent and skin and hair care at 1 percent, according to NPD data. “It just feels bigger because when a celebrity introduces a new beauty brand, everyone talks about it,” says Jensen, who points to her built-in audiences as a plus.
Source: www.voguebusiness.com