Beauty collaborations: The new celebrity star symbols
These days, the gauge lies in makeup collections if you want to tell whether a celebrity name has made it.
Remember a time when TV stars were suddenly cutting music albums to cement their star power back in the early 2000’s, or when it was suddenly the ‘in’ thing to be a music deejay circa the 2010’s?
We’re looking at you Paris Hilton, who incidentally have done both.
These days, the gauge lies in makeup collections if you want to tell whether a name has made it.
Beauty is a billion dollar industry that is driven largely by trends so it’s no wonder why celebrity collaboration collections are such fruitful investments.
It is glamourous enough to up the star value of any personality; fast-moving enough to generate multiple collections and subsequently repeat sales; and the name of the star him or herself is all the marketing you need to get the word out. There are hundreds of thousands, if not millions, of fans at any moment, ready to drop their money to look like their favourite stars.
MAC Cosmetics had a good foothold from the start with its capsule collections with Tinseltown household names like Rihanna and Caitlyn Jenner to fictional ones like Maleficent and Wonder Woman. Ciaté snagged American socialite Olivia Palermo for an equally enticing limited edition collection. Urban Decay didn’t lose out either, seeing its most notable collaboration to date with Gwen Stefani fly off the shelves with more new releases already announced.
The brands-celebrity tie-ins are endless, with Victoria Beckham being the latest to be roped in by Estee Lauder.
Both parties are keeping very tight-lipped about what is in store but if Mrs Beckham’s personal style is anything to go by, we can definitely expect lots of nude-toned eye kits, most likely nude glosses too, and plenty of eyeliner to bring forth her signature pensieve stare.
Having worked with names like Derek Lam before and Kendall Jenner as we speak, Estee Lauder's partnership with Beckham is big news for the cosmetics giant no doubt, but we also know it won’t be the last -- not for the brand and least of all for the beauty industry.
The Victoria Beckham x Estée Lauder collection will be available in Malaysia in October 2016.
(Photos: Respective brands)
Fashion is also looking at a lot of celebrity names lately.