Fashion marketing is a topic that fascinates me and one I have previously explored. I’ve previously noticed that similar concerns exist in the beauty industry. Due to the enhanced understanding of ingredients, formulas, and their benefits, the skincare industry has grown. The desire for younger, healthier skin has practically replaced the need to conceal flaws with makeup. Numerous celebrities have identified niches in the market that only their own skincare products can fill. At the same time, other influential people have hopped on the bandwagon to capitalise on this success. Is there still an opportunity for new brands to enter the market, or is it already saturated?
Do These Skincare Brands Have a Purpose, or Are They Just Like Any Other?
Many celebrity skincare and beauty brands have a reason or goal for starting their own business. For instance, Fenty Beauty wants to offer a greater choice of foundation shades. For this reason, it ranks among the most inclusive brands available. Gwyneth Paltrow created Goop to compete in the clean beauty market. Also, she wanted to offer her customers skincare products made with natural components.
Hailey Bieber has always demonstrated her love of skincare through her social media and YouTube videos. This only seemed logical that she would establish a skincare line to help others achieve her radiant complexion. But with so many established skincare companies, how do you know which brand to trust? Especially when skincare and makeup are individual and not one size fits all.
The legitimacy of several recently introduced celebrity skincare brands and the extent to which the celebrity is involved in the development of their skincare line have been questioned by the general public. Many people were perplexed when Brad Pitt unveiled his own men’s skincare line. That is because, it appeared completely out of character for him to do so. In fact, he has never had any prior involvement in the skincare industry. The public questions the need for this skincare business as people wonder whether skincare has a gender. Given that skincare concerns are universal, is men’s skincare is necessary?
Some people were confused by Kim Kardashian’s skincare line because it appeared to be expensive but included the same components and quantity as many inexpensive brands. In this instance, the cosmetics themselves would not cost more than the attractive package.
Are the Products Being Marketed to Us Trustworthy?
This phenomenon, though, is not new. Celebrity endorsements and perfume sales increased throughout the Y2K fashion era, and they continue to be popular now. Due to the social media boom over the past ten years, consumers’ desire to smell like their favourite star has now switched to skincare and makeup.
Many laboratories use famous people as brand ambassadors and the public face of their products. However, these individuals are hardly ever part of the development process. But because celebrity endorsements have a greater impact on the public than do recommendations from friends or family, the brand sees a rise in sales. It is no secret that many celebrities have access to cosmetic operations to help them stay young and healthy. So how can we be sure that what they are marketing to us is real?
But nowadays, endorsing a brand is insufficient. Customers want to know if celebrities are participating or have a known interest in skincare. Consumers rely on social media reviews and influencer first impressions to sort through the good and bad as celebs debut their new skincare companies. This raises the question of how long these companies will last before the demand for celebrity skincare declines. Brands may not have much time left if consumers choose less expensive and more readily available alternatives. If a company lacks a clear purpose and cannot be distinguished from competing brands, it may fail.
The Environmental Impact
Is skincare evolving into the next fast fashion? Both celebrity skincare brands and established brands are overproducing to keep up with new releases. Many companies create their own versions of popular ingredients or the newest skin trends, such as dewy or matte skin. Especially if the companies are not eco-conscious, the mass production of brands and their products can have a detrimental effect on the environment.
It is hard for customers who don’t know which skincare brands to start with or test because so many celebrities have started their own businesses. Therefore, people tend to stick with the names they know and like. If they are unable to sell their products, this ultimately results in the waste of the materials used to create the items, including the packaging and energy.
So, Is the Skincare and Cosmetics Market Over-Saturated?
I believe there is space for everyone to establish their own brand in any business. However, it is a truth that in order to exist, businesses must stand out from other companies by possessing a distinctive quality. On the other hand, it is up to us as customers to pick which companies are deserving of our money and which types of skincare are effective for us.
The success of well-known celebrity skincare and beauty companies like Kylie Cosmetics and Fenty Beauty can make the periodic appearance of conglomerate-produced skincare and beauty businesses seem like a money grab and savvy marketing. It’s critical to keep in mind that skincare is fundamental to the health of our skin and is not a passing fad. Therefore, we must make an informed decision about whom to support.
Nazifa is a fashion and style contributor for SSEDITORIAL Magazine, although she occasionally contributes to sseditorial runway and education. She regularly talks about all facets of the fashion industry, including sustainability, social issues, style, and fashion. She also enjoys going to art galleries and exhibitions when she has free time.