Celebrity beauty sells, but what makes a brand with star status stand out in the crowd? At CEW today, we unpack the findings of NIQ’s new report, the Ultimate Guide to Celebrity Beauty Volume 2: Benchmarking the Success of Celeb Brands. With sales of celebrity beauty brands surpassing $1 billion in sales last year, NielsenIQ partnered with Dash Hudson, CreatorIQ, and Spate to analyze sales figures, social media engagement, marketing campaign impact, and search trends. The findings, which we highlight today, are grouped into six categories, ranging from “powerhouse players” – brands ranking highest in dollar sales, social media engagement, and Google searches – to “watchlist wonders.”
Also at CEW, we talk to Randi Christiansen, Co-Founder and CEO of Nécessaire. One of five Visionary Award Honorees being recognized on the evening of May 7 in L.A., Christiansen is being honored for her Leadership & Innovation, and her disruptive approach in how the body care brand is presented. “Nécessaire is not ‘sustainable’,” she maintains. “The instant we walk out the front door, we have a footprint. But, we think about being a responsible company: How can we reduce our footprint? How can we create measurable thresholds for this?” Christiansen cites her Danish upbringing as an influence. “The idea of having less but better and of the simple things — I think that very much is a thread from the Danish way of life.”
In innovation news, Olay spent 10 years and secured more than 50 patents in creating its new, water-activated Cleansing Melts. Industry sources estimate the product could achieve $50 million in first-year retail sales. “Hopefully we’re going to take the world by storm and change the [cleansing] game,” said Stephanie Headley, Senior Vice President, Global Olay and Skin Care, P&G Beauty. Also in skin care, La Roche-Posay has enlisted actress Keke Palmer to help it educate consumers on pigmentary disorders, and the impact they can have on one’s quality of life. Meanwhile, Novara, the prestige brand founded by Reshona Jessamy, is entering Nordstrom today. The move marks the start of Mental Health Awareness Month, with 20% of the brand’s profits being dedicated to the American Foundation for Suicide Prevention.
In investments, L Catterton has bought a majority stake in Kiko Milano, with the aim of helping to scale the Italian beauty brand, which saw a nearly 20% year-over-year growth in sales last year.
Catch up on these and other stories at the links below.
What Makes A Celeb Beauty Brand A Success? NIQ has the answers, in its latest report. (CEW)
Meet The Body Care Disruptor. Randi Christiansen, Co-Founder and CEO of Nécessaire, talks about the story behind her skin care brand, and her innovative, disruptive approach to presenting it. (CEW)
Härklinikken Taps Helena Christensen As Its New Face. Christensen appears in the Danish hair care company’s new ad campaign. (HARKLINIKKEN)
Olay Unveils Cleansing Melts. The company is hoping that the new, water-activated melts will be skin care’s Next Big Thing. (WWD)
Novara Enters Nordstrom. The prestige brand will be available in stores today, marking the start of Mental Health Awareness Month. (BEAUTY INDEPENDENT)
La Roche-Posay Partners With Keke Palmer. The skin care brand has enlisted the help of the actress to address pigmentary disorders and their impact on quality of life. (HAPPI)
L Catterton Buys Majority Stake In Kiko Milano. The firm aims to help scale the Italian beauty brand, which saw a nearly 20% year-over-year growth in sales last year. (BEAUTY MATTER)
