Which celebrity has the strongest overall
brand? What makes the brand so strong and what are some of the ways that the
celebrity leverages her/his brand in the marketplace? Which celebrity’s brand
needs to be revamped and why? What are some of the current problems with the
brand? Limit: 8 responses
This comment has been removed by the author.
ReplyDeleteThere are many famous celebrities who profit from endorsements or are paid tremendous amounts of money just for simply representing a brand. After their original careers- sports, singing, acting- it is how they make money. For example, Rihanna endorses Puma, Justin Bieber with Calvin Klien and Jennifer Aniston with Covergirl. However, the most successful of all celebrities in this area is Kim Kardashian and her family.
ReplyDeleteThere’s no questioning how or why the Kardashians have become so successful in their brands. They reality television series, Keeping Up With The Kardashians, which aired in 2007 and just completed its tenth season, has made them into one of the most famous families alive. An article from Hollywood Reporter titled “The Kardashian Decade: How a Sex Tape Led to a Billion-Dollar Brand,” explains how the show has driven their success in many other areas. Speaking of the show, it says, “but quickly become the mother ship for all their product extensions and the platform through with Kris and her five daughters ushered in the era of the reality celebrity as a brand” (Bruce). People fell in love with the family and their dynamic, and from there they were able to build an empire that is extremely successful, even if their products are not the best of quality.
The show has allowed the family to create spinoffs and different brands, and no matter how useful or high of quality they are, people are still going to buy them because it has the Kardashian name. In an article titled “The Kardashian Empire is Bigger and Weirder than You Think,” we learn that some of the family’s brands haven’t always been successful, including their store Dash, which was mainly a tourist attraction. The clothes are too expensive to buy, but people still go in and buy “souvenirs.” The article reads, “The bigger empire is the show. In the episode, a ticker on a screen shows more than 100,000 people logging onto Kyle Cosmetics’ site… The Kardashian family business model is a reversal of most others: Products and businesses are advertisements for people rather than the other way around” (Hines).
Kim and the rest of the family are able to market their products so well through social media. Kim’s beauty brand is all over her Instagram, which allows her to advertise her products to a large audience, 110 million followers to be exact. An article discussing her concealer line says that her contour and highlight kits sold out in less than three hours, and her perfume raked in ten million dollars after 24 of launching. Most of her success is directly correlated with the brand and name that the family has built.
However, along with all the family’s success and just as Hines said, “if you have as many businesses as the Kardashians do, something is bound to go wrong.” Kim’s new beauty brand is under scrutiny for not creating a dark enough shade for girls that look like the one she used to market her brand. The brand may need some improvement in terms of the products they produce, as people are criticizing her for not having enough diversity in shades.
WORKS CITED
ReplyDeleteAndrews, Adelaide. "Kim Kardashian Announced Her New Concealer Line, And People Are Furious About It." Diply. Diply, 22 Mar. 2018. Web. 09 Apr. 2018.
Bruce, Leslie. "The Kardashian Decade: How a Sex Tape Led to a Billion-Dollar Brand." The Hollywood Reporter. N.p., 16 Aug. 2017. Web.
Hines, Alice. "The Kardashian Empire Is Bigger and Weirder Than You Think." The Outline, 28 Dec. 2016. Web.
The celebrity that has the strongest overall brand is Kim Kardashian West. Her brand is so strong because she identifies with certain products and endorsements and thoroughly promotes them. She never posts anything that would shock her fans in terms of maintaining true to her brand. Since she is married to rapper, Kanye West she often pushes some of the same endorsements that he has, such as Adidas.
ReplyDeleteKim Kardashian leverages her brand on social media, mainly Instagram. She also has her own app, which she promotes through her Instagram stories. Users have to pay for her app in order to read her content. Kim created her own makeup line called KKW in which she uses herself and posts tutorials. Not to mention that Kim Kardashian’s social media accounts are a hub for endorsements and advertisements. From diet teas to gummy bears that protect your hair to fit shakes, all of her advertisements go along with things that match her brand of beauty and staying in shape. According to D’Marie Social Media Influencer Rankings, Kim Kardashian ranks 12 on the list with 171,799,998 overall followers (D’Marie). This is not surprising considering Kardashian is a social media fiend. She has created her own empire by straying far and away from the sex tape and life as Paris Hilton's assistant.
Kim also stars in her family’s reality show “Keeping Up with the Kardashians.” On the show, she furthers her brand and connects with fans on what feels like a personal level. She created her own form of emojis called Kimojis and her own game within the app store. The Outline reported that Kardashian’s app, Kim Kardashian Hollywood “generated $76.7 million in revenue in 2015, according to its annual report, 40 percent of which reportedly went to Kim. . . You can shop for cartoon versions of the Balmain dresses she’s worn in real life, and if you play long enough, you become a reality TV star, with product placement deals of your own” (Hines). This gives fans the chance to live like Kim Kardashian and see what her world is really like. This also leverages her brand because it gives fans a chance to experience her brand as if they were a part of it.
A celebrity’s brand that needs to be revamped is Amanda Bynes. After dealing with hit and run charges and multiple DUI arrests, Bynes went off the grid to focus on herself and her relationship with her parents. Her brand is currently known as mentally unstable and trouble with the law. She also has not worked in several years which makes her brand pretty obsolete. Known as a child and teenage star, She has also gained back custody of her own finances after the courts granted her mother full responsibility. Bynes’ conservatorship attorney Nyree Kolanjian told PEOPLE magazine, “‘Because Amanda was doing much better, in October 2016, after providing a detailed accounting of the estate and accounting for every expenditure and receipt, Lynn petitioned the court to terminate the conservatorship of the estate,’” (Leonard). Bynes has so much potential to get back into acting now that her mental health is in check. She is currently studying fashion, which could also lead her to create her own line. It would be great to see her advocate for mental health policies as well.
Works Cited:
D’Marie. “Social Media Influencers Rankings.” D’Marie. www.dmariearchive.com/rankings.
Hines, Alice. “The Kardashians Will Be Here Forever.” The Outline, The Outline, 28 Dec. 2016, theoutline.com/post/746/the-kardashian-empire-is-bigger-and-weirder-than-you-think.
Leonard, Elizabeth. “Amanda Bynes Regains Control of Her Finances After Court Agrees She's 'Doing So Much Better,' Attorney Says.” PEOPLE.com, 10 June 2017, people.com/celebrity/amanda-bynes-regains-control-of-finances-exclusive/.
The celebrity I instantly thought of having the strongest brand was Kylie Jenner. Jenner created her cosmetics line and a few projects with her sisters such as a clothing line along with Kendall Jenner. What is so strong about Jenner’s business is how it all started with a rumor of Kylie having lip injections. The internet would compare and contrast her lips from her earlier years to now. This side by side comparison really made people believe that she did indeed get lip injections. Though she rejected the rumors initially, she later on admitted to them. Shortly after, she announced the launch of her cosmetics which at first consisted on lip kits. Since Kylie was known for her big lips, she owned it and used it as a marketing strategy to her own leverage which I think is guiness. According to an article by CNBC, the author Zameena Mejia says, “Kylie Jenner, the youngest member of the Kardashian-Jenner family, may only be 20 years old. But she could be the most successful of all the sisters, including older half-sister Kim Kardashian West. In fact, WWD recently announced that what began as an online business selling lipstick for $29 each has earned Jenner's makeup company Kylie Cosmetics $420 million in sales in only 18 months. It is projected to rake in $1 billion in lifetime sales by 2022, according to WWD.” Mejia explains how Kylie is projected to make a lot of money since her business has been booming.
ReplyDeleteAlthough Kylie is taking over the cosmetics industry, she still has other brands that are not as prioritized, making them left in the dust. She has her Kylie Shop online where she sells accessories and clothing. Kylie definately prioritizes her cosmetics line, which is doing amazing. But she definitely has too much going on. If she wants this Kylie Shop to be as big as her cosmetics line, she will have to equally prioritize her business. Along with these businesses, she has a line along with her sister Kendall for Pacsun and TopShop. According to the D’Marie rankings, Kylie lies at 25 amongst other celebrities. In an article by Diply titled, Kim Kardashian Announced Her New Concealer Line, And People Are Furious About It, the author Adeliaide Andrews says, “While Kylie released a full 30 shades of concealer (nearly double what KKW Beauty did), the photo below of a dark-skinned model wearing the wrong concealer shade caused upset. So, while Kylie Cosmetics may not entirely understand the needs of WOC, the brand did release a more inclusive shade range than KKW Beauty.” This article goes on to explain how Kim Kardashian and Kylie showed a lack of representation with the black community as well as not even having a concealer that would match their black models. This goes to show although both celebrities are super popular, they can use a little bit of revamping to win over this crowd.
Mejia, Zameena. “How Kylie Jenner turned her $29 lipstick business into a $420 million empire in 18 months.” 14 September, 2017. https://www.cnbc.com/2017/09/14/how-kylie-jenner-turned-kylie-cosmetics-into-a-420-million-empire.html
D’Marie. Web. http://www.dmariearchive.com/rankings
Andrews, Adelaide. "Kim Kardashian Announced Her New Concealer Line, And People Are Furious About It," Diply 22 March 2018. Web. http://diply.com/kim-kardashian-concealer-line?publisher=different-solutions&config=25
The celebrity who has the strongest brand is Kim Kardashian. Her brand is strong and leveraged simply by her name or face. The name Kardashian is universally known and while maybe it isn’t admired, it is still enviable. Consumers want to live the life of obscene luxury the Kardashians lead. By buying their products, consumers have a delusion that they are more like these celebrities or are closer to them. The key part to Kim’s brand’s strength is that not only is she constantly in the spotlight and making money from that, but she has lines upon lines of products that either has her name on it or she has a stake in. For example, Kim Kardashian helped start ShoeDazzle.com. She appeared in numerous promotions in the beginning years, but the company has managed to keep going without her face being synonymous with the brand. Alternatively, she has multiple endorsement deals with various companies where she makes a lot of her money. According to an article published on mediakix, Kim Kardashian makes $200,000 per promotional post. Five out of nine of her most recent Instagram posts are promoting something. She, along with her sisters, have patented anything they possibly can, including every type of bag imaginable according to an article by The Outline. “Kimsaprincess, Inc. has trademarked more types of bags than I knew existed: beach bags, diaper bags, duffel bags for travel, carry-on bags, leather and imitation leather bags, leather suitcases, military duffle bags, overnight bags, bags used as backpacks, key cases, wallets, tote bags, shoulder bags, cosmetic bags sold empty, backpacks, athletic bags, satchels.”
ReplyDeleteWhile Kim’s brand is definitely strong right now, it isn’t very sustainable. If and when Keeping Up With the Kardashians is no longer airing and the word “Kardashian” is only a name and nothing more to future generations, they haven’t really made it so their brands can survive. Their products are only successful because their names are extremely relevant and even envious at times. Once their image loses value, their products will stop selling and being successful until they come up with a product that can sell itself without the assistance of the Kardashian image.
The celebrity whose brand needs to be revamped is definitely Tiger Woods. As arguably one of the best athletes in the world making millions upon millions, he threw it all away when he went public with his marriage infidelity and other morale and legal issues. Popular brands dropped endorsement deals with him including Gatorade, AT&T, GM and Gillette. He was charged with driving under the influence after he was found asleep at the wheel of his car and a toxicology report discovered painkillers in his system, according to a New York Times article. He has really destroyed his reputation and do turn his brand around, he needs to show that he is a good person or at least give that illusion to CEO’s and fans.
Evan. "The Top 10 Highest Paid Celebrities on Instagram," MediaKix 17 April 2017. Web.
Hines, Alice. “The Kardashians Will Be Here Forever.” The Outline, The Outline, 28 Dec. 2016, theoutline.com/post/746/the-kardashian-empire-is-bigger-and-weirder-than-you-think.
Schonbrun, Zach. “Tiger Woods Is Back. Will Sponsors Buy In?” The New York Times, The New York Times, 31 Mar. 2018, www.nytimes.com/2018/03/31/business/tiger-woods-advertising.html.
When someone says the term “celebrity endorsement”, my mind immediately goes to the Kardashians/Jenners. They are known as being the queens of endorsing products and getting paid ridiculous amounts of money to sponsor a brand. Specifically, I think of Kylie Jenner. Her brand is so strong that it has control over much of the marketplace. People want to either look like her or live her type of lifestyle, so they will simply copy what she has or does in order to get one step closer to being like her. For example, Kylie once tweeted about how she finds herself never using the Snapchat app anymore. The next day, stock fell six percent, wiping around 1.3 billion dollars from the company’s market value (Yurieff). She is incredibly wealthy, which makes people want to have what she has to show they can own expensive or luxurious things and be just like Kylie.
ReplyDeleteKylie’s most known business is her rapidly growing cosmetics line that has exploded with success. When she first launched her “lip kits” in 2015, which was all her online store consisted of, they sold out within minutes. She sold the lip kits for $29 each and collected $420 million in sales in just 18 months (Mejia). The amount of revenue she made from just the cosmetics line alone in just a year and a half is unbelievable. Most businesses slowly see growth in sales, but Kylie’s sky rocketed from the start. This has to do with her strong brand image, going back to everyone wanting to be like her. People want what she has and want what she sells herself even more. Her cosmetics business is supposed to earn $1 billion in lifetime sales by 2022 (Mejia). Initially, the business was online only, but then she came up with the idea of having “pop up” shops which feature her merchandise, including the cosmetics. These drew extremely large crowds, with some people waiting days to get a hold of their favorite Kylie merch. She has been very successful with her cosmetics line that she promotes herself on her Instagram, which has its own separate page with 15.8 million followers, on Snapchat, and on Twitter, where she has 25.2 million followers on her main account and 672 thousand on her cosmetics account. Her reach is extremely large with all these accounts combined. She doesn’t use any other form of advertising, besides her own social media accounts and her friends that promote on their accounts as well. This goes to show just how influential she is. Her cosmetic line was highly successful and the only thing she used to promote it was her own social media.
The person who needs to work on their brand is Logan Paul. In December of 2017, he posted a video on his popular YouTube account where he showed footage of an actual dead body of a person who committed suicide. He received heavy backlash from the viewers and word quickly spread of the inconsiderate footage he posted. Shortly after, YouTube removed Paul from its Google Preferred program, where he would make money off of brands sponsoring their ads on the top five percent of creators on the platform (Jarvey). He was also pulled from being on another season of tv show ‘Foursome’ and his originals were put on hold. His decision to post that footage led to a damaged reputation seemingly overnight and caused him to lose virtually everything he worked for.
Works cited
Jarvey, Natalie. “YouTube Removes Logan Paul From Preferred Program, Puts 'Thinning' Sequel on Hold.” The Hollywood Reporter, 10 Jan. 2018, www.hollywoodreporter.com/news/youtube-cuts-business-ties-logan-paul-puts-thinning-sequel-hold-1073814.
Mejia, Zameena. “How Kylie Jenner Turned Her $29 Lipstick Business into a $420 Million Empire in 18 Months.” CNBC, CNBC, 14 Sept. 2017, www.cnbc.com/2017/09/14/how-kylie-jenner-turned-kylie-cosmetics-into-a-420-million-empire.html.
Yurieff, Kaya. “Snapchat Stock Loses $1.3 Billion after Kylie Jenner Tweet.” CNNMoney, Cable News Network, 23 Feb. 2018, www.money.cnn.com/2018/02/22/technology/snapchat-update-kylie-jenner/index.html.
Without a doubt, the celebrity with the strongest brand is the Kardashian brand. While the rise of the Kardashians becoming a household name started with an infamous murder trial and a leaked sex tape, the Kardashians have managed to turn a negative start in the spotlight into a completely new brand. Any type of product you can think of probably has the Kardashian name on it, cosmetics, clothing, financial products, food, beverages, downloadable emojis; not to mention their hit reality show Keeping Up With The Kardashians that is on its 10th season (Hines, 2016).
ReplyDeleteI believe the Kardashian brand is so strong because it started out in the spotlight and has continued to be in the spotlight. People were drawn to the Kardashians because of their crazy and unorthodox family dynamic: four kids whose father passed away and their mother remarried a former Olympian who already had three kids and then they had two kids together. The relationship between Kris Jenner and her Kardashian kids has always been extremely open, they have no issue talk about each others person (yes, including sex) lives and never holding back what is on their mind, which of course would lead to their famous fights that usually ended up with Kim doing her ugly cry and Kourtney laughing at her. The Kardashians share 80-90% of their lives with the world and people love that because it makes them feel more connected and real in a way. Kris Jenner, who is “a visionary when it comes to seeing opportunities for her family members”(Gajanan, 2017) always, turns any type of scandal into an opportunity to promote the Kardashian brand. It also doesn’t hurt that the Kardashians have a long list of A-list connections that they keep in their group and post photos with in order to promote themselves.
A celebrity I believe who needs to revamp their brand is Gwyneth Paltrow. Paltrow launched her lifestyle blog and store Goop a few years back and it sells questionable items at an unrealistic price. TINA.org, a non-profit that reveals the truth behind a brand’s false advertising, filed a complaint against Goop, stating that “the lifestyle company Goop is making deceptive health claims to promote products featured on the site”, and found over 50 examples where the brand made claims about the products being able to “heal” or “promote” without providing an insight as to how and what the ingredients are in the product. Goop is actually breaking the law by making claims about promoting health and wellness without providing the proper information to support the claims and "does not possess the competent and reliable scientific evidence required by law to make such claims." TINA.org also stated "Goop needs to stop its misleading profits-over-people marketing immediately." (Chan, 2017).
Works Cited
Chan, S. (2017, August 24). Advertising Watchdog Files Complaint Against Gwyneth Paltrow's Goop for "Deceptive" Health Claims. Retrieved April 10, 2018, from https://www.hollywoodreporter.com/news/gwyneth-paltrow-goop-deceptive-health-claims-truth-in-advertising-1032322
Gajanan, M. (n.d.). The Most Valuable Business Lessons We Can All Learn From the Kardashians. Retrieved April 10, 2018, from http://fortune.com/2017/10/18/kardashian-family-business-lessons-kim-kylie-kris/
Hines, A. (2016, December 28). The Kardashians will be here forever. Retrieved April 10, 2018, from https://theoutline.com/post/746/the-kardashian-empire-is-bigger-and-weirder-than-you-think
In my opinion, Rihanna has the strongest overall brand. Rihanna is an extremely popular international musician, has acted in various movies, has spoken at the UN, has a line with Puma and her own makeup line. There are also rumors that she has “Fenty Food and Wine” trademarked. Her brand is upbeat and inclusive. The winning moment for Rihanna’s makeup line was her forty foundation shades that had many “I have seen a swift change in industry heads as they scramble to match the diverse message Fenty Beauty has launched. It’s as if the roof has been blown off…I’ve never seen this kind of global excitement for a brand launch,” said James Kaliardos for Allure. YouTube and other influencers impressed that their skin tone was on the shelf. It is those forty shades that has sent the international pop star into high end makeup royalty. Rihanna has also added red lip paint and other lipsticks to her collection. She is currently advertising her new body lava and fairy bomb (Fenty Beauty).
ReplyDeleteWhat’s great about Rihanna’s makeup line is that she did not treat it as a side project. This is another thing that is evident when the forty shades are considered. This was a passion project that she worked on for years. She was able to use her celebrity to create awareness and buzz for her product but, when it all boils down, her products speak for themselves and that is what makes it so marketable. The products are fool proof. (Even I was convinced to buy the red lip paint because it was the first that did not make me feel like a clown.)
To stay within the health and beauty industry, I would say that Kim Kardashian West’s brand needs to be revamped if she wants to be a true competitor. Currently, her brand is not as inclusive as its advertising made it seem which is especially preposterous when it is considered that her children and husband would not be able to find their shade in her line (Andrews). Kylie is known for her matte lipsticks and Kim was known for her contour kit but, now that she has branched out, she could be souring her name in this industry. When I was working at Spotlight in Los Angeles, one of the things that my coworker and I noted with the products we were representing and other brands was that all makeup brands are on notice now. Nudestix, our brand, only had six or so shades at the time and their reasoning for not expanding was because they were not a big enough brand to have so many shades. KKW does not have the same excuse as Nudestix no matter how pitiful it is.
Andrews, Adelaide. “Kim Kardashian Announced Her New Concealer Line, And People Are Furious About It.” Diply, Diply, 22 Mar. 2018, diply.com/kim-kardashian-concealer-line?publisher=different-solutions&config=25.
“Fenty Beauty by Rihanna | Beauty for All.” Fenty Beauty, www.fentybeauty.com/.
LABOUVIER, CHAÉDRIA. “Why Fenty Beauty Isn't Just Another Celebrity Beauty Brand - It's a Revolution.” Allure, Allure Magazine, 13 Oct. 2017, www.allure.com/story/how-rihanna-fenty-beauty-has-changed-the-beauty-industry.
ReplyDeleteThe first celebrity that came to mind that has a strong representation of their brand is Rihanna. Rihanna has had a name for herself long before other recent celebrities such as Kylie Jenner; she promotes real raw talent and not just reality TV stardom. Rihanna is a music and beauty icon, as well as a philanthropist, and activist all in one. She cares about her fans and representing the underrepresented, which she proved in her recently launched makeup line, Fenty Beauty- beauty for everyone. The Barbados grown queen launched this makeup line, “ so that women everywhere would be included, focusing on a wide range of traditionally hard-to-match skin tones, creating formulas that work for all skin types, and pinpointing universal shades (Fenty Beauty). Her makeup line was widely popular and surpassed sales of other celeb makeup lines. The success of her line is undoubtedly linked to the fact that she promoted the line for women who are often left out of cosmetic collections based on their skin tones. This fact makes her makeup all the more special and genuine, which leverages her brand in the marketplace. “Rihanna’s Fenty Beauty hasn’t even been out a full six months, but it’s reportedly well on its way to surpassing sales of Kim Kardashian’s makeup line and Kylie Jenner’s Kylie Cosmetics….WWD reports that Fenty’s sales in its first month alone were five times that of Kylie’s and—34 percent higher the following month. If the trend continues, the report posits that Fenty Beauty could outpace both Kar-Jenner empires in a matter of months” (Rihanna’s Fenty Beauty Is on Track to Outsell Kylie Cosmetics).
Rihanna’s success can be linked to the fact that she is one of the most authentic artists in the game right now. She has always kept it real and despite previous controversies such as the Chris brown domestic violence scandal, has always remained a strong role model for her fans. She has done a great job using her platform for awareness of important issues such as domestic violence. Recently, the artist spoke out against Snapchat. The app had a game that appeared on the app asking users if they would rather “slap Rihanna” or “ punch Chris Brown”. The inappropriateness of this ad is obvious, and the singer did not hesitate to call them out. “ In a message posted on her Instagram story on Thursday, the singer wrote, “Now SNAPCHAT I know you already know you ain’t my fav app out there! But I’m just trying to figure out what the point was with this mess! Id love to call if ignorance but I know you ain’t that dumb. This isn’t about my personal feelings, cause I don’t have much of them… but all the women, children and men that have been victims of DV in the past and especially ones who haven’t made it out yet… You let us down! Shame on you. Throw the whole app-ology away” (Rihanna Slams Snapchat Ad for Joking About Domestic Violence). Rihanna’s brand is strong because she stands up for the rights of herself and others, which promotes her brand because people can see that she genuinely a good person.
A celebrity that needs to improve and revamp their brand would be, Kendall Jenner. Compared to all of her other sisters, Kendall is behind the ball on branding. “Kendall, Kylie, Kim, Kourtney, Khloé, Kris, and Rob have 216 collective trademark applications. “Don’t be a bore, be a whore!” is a clothing line from KhloMoney, Inc.; “Cover the Camel” is another, presumably with thicker fabric. Kardashian Khaos, registered by 2Die4Kourt, covers products including Christmas tree ornaments, gaming chips, and yo-yos. Kimsaprincess, Inc. has trademarked more types of bags than I knew existed: beach bags, diaper bags, duffel bags for travel, carry-on bags, leather and imitation leather bags, leather suitcases, military duffle bags, overnight bags, bags used as backpacks, key cases, wallets, tote bags, shoulder bags, cosmetic bags sold empty, backpacks, athletic bags, satchels” (The Kardashian Empire is Bigger and Weirder than You Think).
The model is often left in the shadows of her sisters who have multi organizations due to the fact that she restricts most of her work to modeling. She hasn’t released any lines or products under her name but she has been topic of negative gossip after Pepsi released their latest ad video starring the model. “the video begins with protesters in the streets meeting up with police in riot gear. Jenner, modeling by the march, proceeds to take off her wig, join in and give a police officer a Pepsi to make amends. Per the New York Times, many viewers thought the ad was too controversial, especially since Jenner is not a person of color and wouldn’t necessarily be a subject of police brutality, a reason for a lot of protests this past year” (The 24 Biggest Celebrity Scandals of 2017). This controversy obviously put Kendall in a negative light, which has an undeniable affect on her career. I am sure that the model lost support of some fans after being part of such a scandal regarding one of the most controversial issues of our world, police brutality. To fix this, Kendall should stay out of sight of any advertisements she thinks could be misconstrued. She should continue to make a name for herself by launching products or content that her fans would be interested in in hopes of growing her name to be more of a brand, similar to her sisters.
ReplyDeleteThis comment has been removed by the author.
ReplyDeletePark, Andrea. “Rihanna's Fenty Beauty Is on Track to Outsell Kylie Cosmetics.” Glamour, Glamour Magazine, 26 Jan. 2018, www.glamour.com/story/rihanna-fenty-beauty-outsell-kylie-cosmetic-kkw-beauty.
ReplyDelete“Fenty Beauty by Rihanna | Beauty for All.” Fenty Beauty, www.fentybeauty.com/.
Hines, Alice. "The Kardashian Empire Is Bigger and Weirder Than You Think." The Outline, 28 Dec. 2016. Web.
Cuba, Kristen, director. Rihanna Slams Snapchat Ad for Joking About Domestic Violence. Rihanna Slams Snapchat Ad for Joking About Domestic Violence, Variety, 15 Mar. 2018, Rihanna Slams Snapchat Ad for Joking About Domestic Violence.
Fuentes, Tamara. “The 24 Biggest Celebrity Scandals of 2017.” Harper's BAZAAR, Harper's BAZAAR, 12 Dec. 2017, www.harpersbazaar.com/celebrity/latest/g14392810/celebrity-scandals-2017/?slide=3.
It is often that celebrities start their own line of products or start their own brands. Given that their fame is so large, it often helps when trying to get their brand out to the public because they are already famous so their fans are more likely to view and purchase their products without worrying how their brand will become known.
ReplyDeleteWhen thinking of all of the celebrities who have had successful brands, the Kardashian family automatically comes to mind. Given their fame and popularity, it has only help their brands become as successful as they are. The Kardashian family is known around the world for many different things but specifically, becoming more known through their reality television show that has been on E! network for now 13 seasons. “Since it premiered in 2007, there have been 181 episodes of Keeping Up With the Kardashians, and the family businesses have served as consistent narrative fodder for the show.” (Hines). Someone in the Kardashian Family is always working on a new project which is why I think their fans respect them so much and are willing to keep their brands alive. The youngest member of the Kardashian-Jenner family, Kylie, started her own cosmetics company in 2016 and it has only grown tremendously since. Kylie Jenner turned her $29 lipstick business into a $420 million empire in 18 months. The company is projected to rake in $1 billion in lifetime sales by 2022, according to WWD. (Mejia).
Social media has made it easier for celebrities to market their brands to their viewers and followers. For example, Kylie Jenner started her cosmetics company called Kylie Cosmetics. She markets her own products on various social media platforms and announces new products and promotions daily. “Snap stock closed down 6% on Thursday after the reality TV star said she is no long using the app. The plunge wiped about $1.3 billion off the company’s market value.” (Yurieff). Though this can be seen as a negative it just shows how much celebrities have effects on the social media platforms they use. Celebrities have a huge effect on not only the product they are marketing but also on which social media platform they are using to do so. Given that Kylie has such a huge effect on the social media platforms she uses to market her products and her sales, I believe she has the strongest overall brand. Not only does she market her own products but she also uses their reality show as a way to market her products and also other people market her products as well.
Although there are many very successful celebrity brands there are also some that could use some changes. For example, Gwyneth Paltrow’s brand Goop, which is a lifestyle brand with 110 employees can use some revamping. A Goop brick-and-mortar store was opened which is interesting because so many companies in today’s society are now moved towards digital purchasing so I believe that keeping things more modern with a newer brand would be the best approach. She has also launched a magazine for her brand and says that “The media side provides a platform whereby we can create relevance and context for why we are selling what we’re selling.” (Moore). I believe her brand could be more successful than it is now if she would keep things more modern by using more media rather than traditional business ideas.
Works Cited:
Yurieff, Kaya. "Snapchat Stock Loses $1.3 Billion After Kylie Jenner Tweet," CNN Money 23 Feb. 2018. Web.
Mejia, Zameena. “How Kylie Jenner Turned Her $29 Lipstick Business into a $420 Million Empire in 18 Months.” CNBC, CNBC, 14 Sept. 2017. Web.
Hines, Alice. “The Kardashians Will Be Here Forever.” The Outline, The Outline, 28 Dec. 2016.Web
Moore, Booth. "Gwyneth Paltrow on Her Goop Expansion, TV Plans and Her Detractors," The Hollywood Reporter 20 Sept. 2017. Web.
I personally feel that the celebrity that has the strongest overall brand is Kim Kardashian West. Her social media presence and her association with a multitude of brands makes her own independent brand so strong. In an article written by Alice Hines for The Outline, she writes that “if you were stranded on a desert island, you could live for a reasonable amount of time on Kardashian-Jenner branded consumer products.” (Hines, Alice.) While this sounds absolutely ridiculous to the average person, it does create an important picture that captures just how much the family has emerged themselves into many different areas. This immersion definitely creates the significant leverage that the brand holds in the marketplace.
ReplyDeleteWhile many people, including myself have expressed that the Kardashian-Jenner family is famous solely for ‘being famous,’ in the same article written by Hines, she explains that “in fact, they’ve done a great deal of things: cosmetics, clothing, financial products, food, beverages, downloadable emojis.” (Hines.) While Hines writes that many people are committing to this kind of franchising and also about how it is far from original, it is clearly working.
The Kim Kardashian-West brand has been widely successful. In an article written by Adelaide Andrews for Diply.com it states that “unsurprisingly, KKW beauty has done amazingly in the profit department.” (Andrews, Adelaide.) But nonetheless, there is always going to be negative feelings in any marketplace no matter who is the face of the brand. In the same article she writes that “not only has there been a storm of comments about the line’s shade range, but one of the campaigns for Kim’s concealer has sparked even more controversy online.” (Andrews, Adelaide.) The campaign showed a couple of pictures of a fair-skinned model as well as pictures of a dark-skin model. While the images on the fair-skinned model are turned in a way that made it hard for consumers to see the swatches of the concealer shades, they were turned even more in the photo of the dark-skinned model. Why? In the article for Diply Andrews have pointed out that the reasoning is that “ it doesn’t appear that KKW Beauty offers a concealer shade that could work for that model’s skin tone.” (Andrews, Adelaide.) And offers that “if that’s indeed the case, then KKW Beauty simply used that woman as marketing tool.” (Andrews, Adelaide.)
A specific celebrity that needs to do some serious work on branding is Logan Paul, a famous YouTube personality who posted a shocking video of an apparent suicide during a trip to Japan. In an article written by Megan Farokhmanesh, she wrote that “It’s possible that this controversy was indeed a wake-up for Paul, and a chance for him to change an excruciatingly public mistake into a lesson for the greater good.” (Farokhmanesh, Megan.) While Logan Paul has since continuously been working on his brand and image, it is important to know that he reached people that might have been personally affected and touched by suicide in some way, which will need way more than an apology video and a suicide awareness to forgive.
WORKS CITED:
Andrews, Adelaide. “Kim Kardashian Announced Her New Concealer Line, And People Are Furious About It.” Diply, Diply, 22 Mar. 2018, diply.com/kim-kardashian-concealer-line?publisher=different-solutions&config=25.
Farokhmanesh, Megan. “Logan Paul Returns to Vlogging after Suicide Forest Controversy.” The Verge, The Verge, 24 Jan. 2018, www.theverge.com/2018/1/24/16924168/logan-paul-returns-youtube-suicide-controversy.
Hines, Alice. “The Kardashians Will Be Here Forever.” The Outline, The Outline, 28 Dec. 2016, theoutline.com/post/746/the-kardashian-empire-is-bigger-and-weirder-than-you-think.