The Power Of Celebrity Brands


President, Co-Founder of AMIBA Consulting.

Celebrity Owned Vs. Celebrity Backed

Two years ago, Kylie Jenner shook the world when she was announced as the world’s first self-made billionaire. While some argued that her wealth was not self-made because of the influence of her family, it’s inarguable that her company Kylie Cosmetics has brought her a fortune, a name of her own and a passionate income stream that will sustain her for many years to come. Selling out almost immediately upon launching her makeup line, there’s no doubt that her image and celebrity assisted in the marketing efforts of her business. While not the first, it is one of the most notable instances of a celebrity launching their own brand.

Celebrity-owned brands are evidence of a few key things. For starters, most celebrities are creative by nature and therefore have many different interests. For many, they will endorse a company with mutually aligned products or services. For others, their passion goes deeper, and they decide that they want to start a company of their own—with control over the decision making and direction.

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The other method is to have a brand ambassador or spokesperson. Roundhouse Provisions, with Chuck Norris as its spokesperson, is a disaster preparedness company that created an emergency food supply that lasts 25 years. While most people consider food supply for natural disasters such as floods and hurricanes, the current Covid-19 pandemic has brought to light the need for families to be prepared for all types of scenarios. Chuck Norris has given his coveted seal of approval for this brand.

When contemplating a celebrity-backed or celebrity-owned business, it’s important to consider a few things. First and foremost, it’s important to make sure that the celebrity connects deeply with the product audience and that they are a believable advocate. Secondly, is the relationship and product relevant to the current marketplace? Will it remain profitable once the celebrity hype has dwindled? And lastly, does this brand engage with social change? Today, businesses no longer survive based solely on product. Celebrities and consumers are looking for a story, and it’s important to have one.

Why Celebrity Brands Work

Celebrities have already amassed large followings of fans and supporters, most of whom naturally share a lot of their beliefs. Because most celebrities have such a massive reach, most of them do not always need the big traditional marketing budgets for commercials and ads. Instead, most rely on the influence that the talent has on their audience. The trend toward influencer marketing works well within the product industry because consumers tend to trust the people they follow on social media. Their like-mindedness allows for easy access to large groups of a specific target market. Gwyneth Paltrow, for example, has always been revered for her youthful glow, dedication to health and genuine laid-back personality. Because of these associations with her name, her company Goop has a consumer base filled with customers that not only respect and adore its owner but that trust the product because of this relationship.

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Although celebrity/influencer marketing is quickly becoming a go-to for companies, celebrity-owned businesses can see an even better return from traditional marketing campaigns than other companies due to the inherent excitement. They launch with a high number of sales right from the start. When people see a face like Chuck Norris, the likelihood of them clicking on the ad is significantly higher. All in all, celebrity-owned brands have a leg up when it comes to marketing initiatives because the general public is drawn to the familiarity of the celebrities’ likeness.

How To Get Involved

Getting a celebrity involved in an already existing idea can be tricky. In a world where endorsements are constantly sought after, it’s crucial to stand out. Unless you already have a direct connection to the celebrity or can be referred to them, it’s important to find a respected agency to work with to reach out in an official and professional manner.

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When approaching agencies, be sure to come to the table with an excellent pitch prepared. It’s imperative to be confident in your brand and the impact it can have. Knowing the potential excitement, audience and story that your product or brand can foster helps the search for a spokesperson or celebrity partner. If there is a coherent message or social focus, celebrities become more compelled to speak on behalf of the brand.

When you are excited, you will inspire your representation to get excited about your brand and bring about even better opportunities and connections.


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