Celebrity beauty brands are not a new concept, but with actress Jennifer Lawrence the latest A-lister to enter the market with a biodesigned hair care brand called mes°, the question of whether these brands are needed has arisen again.
In fact, the hair care market has seemingly been taken over by celebrity-owned brands in the past two years, with singer Beyoncé launching Cécred, rapper Cardi B unveiling Grow-Good Beauty and Rihanna debuting Fenty Hair.
But, in an already overcrowded market, is there room for more celebrity hair care brands, and what can newcomers do to make their mark in such a saturated part of the industry?
“Hair care is one of beauty's strongest growth categories,” says Beauty and Retail Expert Wizz Selvey.
“It is easy to see why celebrities and investors want a piece of that market.
“But the opportunity comes with intense competition, particularly as consumers become more knowledgeable and demanding about product performance.
“Having spent years buying beauty brands at Selfridges, I have seen how a high-profile name can generate enormous excitement around a launch.
“But there is a big difference between creating a successful launch and building a successful business.
“Celebrity gives you immediate awareness and potentially a lower cost of acquiring customers, but it does not guarantee repeat purchase.”
While a celebrity founder puts a brand onto consumers' radar, Robin Dimond, founder and CEO of marketing and innovation agency Fifth & Cor, explains that shoppers need more than a famous face to create loyalty.
“[Celebrity-founded hair care brands] need a compelling brand identity, a product that delivers and a reason to believe in the company behind it,” she says.
“The real challenge facing celebrity hair care brands is differentiation.
“When multiple celebrities enter the same category with similar product offerings, marketing campaigns and promises, the novelty of celebrity ownership begins to lose its impact.
“The brands that succeed will be those that est
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