For decades, famous faces have been the go-to marketing strategy for brands looking to increase awareness, connect in new regions and boosts sales. When Katie Holmes was announced as Global Brand Ambassador for Alterna Haircare in 2013, for example, its salon partners at the time had reported “high double-digit sales increases” while sold out of key sku’s the week after the first press mention. Seeing that Katie’s face (and hair) sells, Procter & Gamble recruited the star in October of this year as its Global Brand Ambassador for Olay with the hope of boosting sales.

Bobbi Brown Cosmetics got in on the celebrity action in 2013 by tapping, yes you guessed it, Katie Holmes, as its first celebrity face. This year Kate Upton replaced Katie and the brand took advantage of the supermodel’s strong social media following. This month Kate appeared in beauty’s first InstaChat campaign on Instagram, resulting in a spike of over 10,000 new followers. Speaking of strong social media influence, Estée Lauder tapped the motherload of all budding models and social media influencers with the naming of Kendall Jenner as its new face. Kendall, who will front the Estee Lauder brand, counts more than 15 million followers on Instagram and 9 million followers on Twitter.

Any big makeup launch would be incomplete without a sultry, glamorous video to help tell its story. And making full use of the power of video this year is Gucci with its 60-second clip titled ‘Stolen Moments’. The video, directed by Fabien Baron, features the cosmetic line’s muse and face, Charlotte Casiraghi, daughter of Princess Caroline of Monaco, granddaughter of Grace Kelly – not to mention model, journalist and equestrian ambassador of the brand. With glamour and sensuality at the heart of the video, it’s safe to say the essence of Gucci was well captured.

“Frida Giannini, creative director of Gucci, wanted someone who would be able to perfectly embody the Gucci woman, a real woman and a real story. Miss Casiraghi was a natural choice. She is a modern and independent woman: a producer, writer, accomplished equestrian and mother,” Carla Liuni, Global Vice President, P&G Prestige.

Here, a list of the top celebrity beauty stories for 2014.

  1. Olay Taps Katie Holmes as Face, Could Boost Sales
  2. Kate Upton Appears in Beauty’s First InstaChat Campaign for Bobbi Brown Cosmetics 
  3. Social Media Darling Kendall Jenner Lands Estée Lauder Deal
  4. Gotta Get Gucci