According to the Celebrity Brands survey, carried out by the market intelligence company Circana (a joint venture between NPD and IRI), in the beauty sector alone, the number of products signed and launched by celebrities, including digital celebrities, grew by 60% between 2020 and 2022. A survey by Comscore indicates that the beauty sector remains among the most important for the Brazilian public on the internet.
Following the trend, leading brands in the market have turned to influencers and celebrities as a way to boost their sales. Through collaborations and partnerships, these personalities share with companies the responsibility of creating products or services together, to attract new audiences and boost the marketing of their businesses.
In phygital, the consumer posts first, then makes the purchase
This trend has been consolidated in a pandemic scenario, where the phygital universe has gained prominence and the influence of celebrities has become more engaging. In a scenario of home office, popularization ivory coast whatsapp data of delivery and the need to stay at home, stories have become much more meaningful to the general public and this exchange has become increasingly relevant in the market, gradually gaining a relevant space in the creation of the narrative of campaigns and collections.
The experience is part of the consumer's routine and the enchantment factor is also linked to the technological processes and the authority of these personalities, who share their creations in tests and experiments, generating credibility and autonomy in the content, making influencers more present in the consumer's purchasing decision-making.
Collabs, partnerships and “by” products
Comscore's survey shows that the beauty sector remains one of the most important for the Brazilian public on the internet, highlighting the names of influencers such as Camila Loures, who has more than 45 million followers across all her social platforms and is among the top 3 with the highest number of shares on Brazilian networks. The YouTuber's audience led the Vult brand to invite the personality to sign the campaign “A Primeira Vez a Gente Não Esquece” (The First Time We Don't Forget).
For the new product, Camila Loures participated in the creation of the entire portfolio, choosing the products, colors, names and every detail for the creation of her first makeup line together with a specialized team. In addition, the influencer also collaborated on the creative process of the packaging and the logo of the collection, which features the shape of a heart – Camila's trademark.