Ever find yourself checking out a product just because a celebrity owns it? You’re not alone! Let’s explore why we’re all so excited about celebrity-owned brands.
Every day, across the globe, people are waking up and using brands and products from their favorite celebrities.
From applying Gwyneth Paltrow’s Goop skincare line to slipping into Rihanna’s Savage x Fenty lingerie and then donning a Kim Kardashian-founded Skims bodysuit, our lives are touched by celebrity brands.
We even put on makeup products owned by stars like Selena Gomez’s Rare Beauty, Lady Gaga’s Haus Labs, Drew Barrymore’s Flower Beauty, and many more.
From beauty products to alcohol, clothes, and even underwear, it seems there’s no limit to the types of products celebrities endorse.
With the recent launch of Kylie Jenner’s latest venture, it’s hard not to wonder about the psychology behind our collective investment in these celebrity-backed brands.
READ ALSO: Fresh Enterprise: Kylie Jenner Launches Her Own Fashion Line
Parasocial Relationships
Have you ever experienced a parasocial relationship?
It’s that feeling you get when you’re watching a TV show or someone’s Instagram story, and you just know that you and the person you’re watching would get along famously.
The more you watch and learn about them, the stronger this feeling becomes.
You might find yourself thinking, “We would probably be great friends,” despite never having met them in real life.
It’s a one-sided relationship, and you know it, but you can’t help it.
The term “parasocial relationships” was first coined in 1956 by Donald Horton and R. Richard Wohl. It is to describe how mass media users behaved as though they were in a typical social relationship with a media figure.
People felt like they were friends with a radio personality or a TV character.
In today’s social media age, we have platforms like Instagram and TikTok. We can virtually live in celebrities’ homes.
Given the sheer volume of content we see these days, it’s no wonder that celebrities can feel more like virtual friends.
The Strategy
Beyond parasocial relationships, a deeper look at celebrity megabrands reveals more to the story.
Take the Kardashians, for example. They are brilliant at building their businesses, offering fans a chance to emulate the elements they’re most famous for.
Before Kylie Jenner launched her own lip kits in 2015, everyone was buzzing about her lip filler.
Is it just by chance that Kim Kardashian, known for her stunning figure, decided to create her line of shapewear?
But it’s not just the Kardashians.
Jennifer Aniston, famous for her beautiful hair, now has her own haircare brand called LolaVie.
Courteney Cox, who we all remember for her character’s obsession with cleanliness, started selling fancy household cleaning products called Homecourt.
And the link between Sarah Jessica Parker and her shoe label SJP by Sarah Jessica Parker is crystal clear. Remember, it was Carrie Bradshaw who famously splurged $40,000 on shoes.
READ ALSO: Beyond The Spotlight: 5 Surprising Brands You Didn’t Know Were Owned by Celebrities
Celebrity-Owned Brands
Even though it might look like celebrities are starting tons of businesses, when you peek behind the scenes, you’ll find they put a ton of thought and sometimes years of work into these projects.
And guess what? Despite some people giving them the side-eye for yet another celebrity-backed thing, many of these projects are turning out to be more than just quick fads.
There are plenty of rave reviews for these celebrity-owned brands.
Vogue Australia’s top three celebrity fashion brands to shop in 2023 include Victoria Beckham’s label, Mary-Kate and Ashley Olsen’s The Row, and Kim Kardashian’s Skims.
Nylon also praised brands owned by celebrities, including Hailey Bieber’s Rhode, Selena Gomez’s Rare Beauty, Rihanna’s Fenty Beauty, Scarlett Johansson’s Refreshing Cleanser, and Jennifer Aniston’s Conditioning Cream.
These celebrity-owned brands have become formidable competitors for seasoned beauty brands. Thanks to the inherent star power, they automatically gain recognition.
Moreover, celebrities pour their heart and soul into these brands because they’re an extension of their names.
Our obsession with celebrity-backed brands can be attributed to the power of parasocial relationships, clever branding strategies, and the dedication celebrities bring to their ventures.
These brands have become more than just a passing trend; they’re here to stay.
So next time you reach for your favorite celebrity-endorsed product, know that you’re not alone in your admiration for these famous brands.
Banner photo via Instagram @skims.
