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Research Outline
Prepared for Alex S. | Delivered February 21, 2020
Beauty Influencers
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Goals
To find beauty influencers who have started their own products.
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Early Findings
Successes/Current Brands
Finder
has a list of all beauty bloggers (influencers) who have started their own brand: Jeffree Star,
H
u
d
a
K
a
t
t
a
n
, James Charles, Michelle
P
h
a
n
,
M
a
r
l
e
n
a
S
t
e
l
l
, Christen Dominique,
M
a
n
n
y
MUA and Laura Lee.
Another list would add
Wayne Goss
to the list.
A list from
Refinery29
also has Kathleen Lights, Tanya Burr and Zoe
S
u
g
g
.
There are also the more obvious celebrity
examples
of Kylie Jenner and Kim Kardashian.
Summer Fridays
was launched by Marianna Hewitt and Lauren Gores, hitting Sephora's top-selling skin-care product for 2017.
Failures
R
e
v
e
l
i
s
t
has a list of failed collaborations, which is similar though not quite the same as launching one's own product line. However, the list includes
s
o
m
e
o
f
t
h
e
same influencers that currently are successful. Some influencers will
f
a
i
l
e
d
launches are Jacyln Hill (with
M
o
r
p
h
e
X), Jeffree Star (with Manny MUA), Kim Thai (with Ofra Cosmetics), 5 influencers with Benefit Cosmetics,
H
u
d
a
K
a
t
t
a
n
(with
T
w
e
e
z
e
r
m
a
n
), Jeffree Star (with Morph brushes), Laura Lee and Gabriel Zamora (with MAC) and Jacyln Hill (with
M
o
r
p
h
e
brushes).
Failures were down to a
variety of reasons
including bad publicity, quality complaints or issues with the influencer. One of the most famous is James Charles's products, which then became problematic when Charles was accused
inappropriate
sexual conduct and
racist comments
, as well as bad-mouthing a fellow influencer.
Another failure was again down to influencer controversy.
Olivia Jade
collaborated with Sephora on a rather successful highlighter palette. Then, she became embroiled in the "Operation Varsity Blues" controversy and the brand dropped her.
Jacyln Hill actually
closed down
her social media accounts after her brand has a disastrous launch.
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