In recent years, more and more singers and actresses have started to create their own beauty brands. A trend that seems to please American women according to the research firm The Benchmarking Company. The agency conducted a survey to find out the reasons for such an attraction for the products of “stars”.
To conduct the study, The Benchmarking Company surveyed 3039 American women during February 2023.
Today, 45% of American women who use beauty products say they have purchased a product from a celebrity brand in the past year.
In general, respondents are purchasing from celebrity brands that offer:
• Cosmetics (70%)
• Makeup (54%)
• Hair care (39%)
• Body products (30%)
Purchasing Motivations
American women explain that they appreciate cosmetics from singers and actresses because they:
• Are a guarantee of authenticity (53%)
• Respond to their issues (39%)
According to the respondents, celebrities are also the most likely to offer inclusive ranges because of the diversity of their audience. Just because celebrities are glamorous doesn’t mean American women are fooled.
When a diva brings a brand to market, consumers need more proof of effectiveness than usual.
On the other hand, those who aren’t drawn to socialite beauty products explain:
• Being satisfied with their current routines (61%)
• Finding “celebrity” cosmetics too expensive (49%)
• Not believing that celebrities use their own skincare products (39%)
• Not trusting them (22%)
Favorite brands
Among the favorite brands of American women are:
• Fenty
• Rare Beauty
• Honest Beauty
• …
