The Power of Celebrity Marketing: How Brands Like Rhode Are Winning Big

 Chances are you've been influenced by a celebrity. From drinks to skincare to clothes, celebrities are shaping people’s choices. Once a celebrity starts their brand? A new level is unlocked. 

Celebrity marketing is on a whole different level from everything else and it is changing how brands are built.

The best example is Hailey Bieber and her skincare line Rhode. One of the best things about them is that they keep it simple. Their glossy packaging is chic, and for years, everything was sold out in minutes. Behind it all is a powerful strategy that uses celebrity marketing to win over everyone.

What is Celebrity Marketing?

Celebrity marketing is when athletes, models, actors, and influencers promote a product, service, or company. 

Oftentimes they are hired to post on social media or be in a commercial. Or, like many celebrities have been doing, they will launch their brand. Either option still grabs people's attention because of who they are.

These are not traditional ads; celebrity marketing taps into the consumer's trust. When we see someone we admire using a product, it feels more personal. It leads us to think, “If they like it, maybe I will” or “If it works for them, it will work for me.”

It can be a makeup line, fashion line, skincare, or a beverage–having the endorsement of a celebrity can make the product seem more legit, luxurious, and even cooler in an instant.

Why does it work so well?

A little secret: celebrity marketing is not just about the fame, it’s about the connection.

You don’t follow a celebrity because you HAVE to, you follow them because you like them. Maybe you watched them on TV, they play for your favorite team, and you like their style. Having an emotional bond makes the marketing more powerful.

Don’t believe it? There are even stats to back it up. One study done from Harvard Business School saw that having celebrity endorsements can not only drive sales but increase the company's stock prices. 

Fans notice everything, especially when a celebrity is recommending something. Having this attention will turn into shares, clicks, and sometimes selling out an item.

Brands That Are Crushing It

Rhode: Clean Branding

Rhode’s clean branding and her glazing milk and peptide treatments were an instant hit. But it is also thanks to Bieber’s influencer strategy, the aesthetic she built, and her loyal fanbase. Hailey knows the power she holds and shows up big time as the face of the brand by constantly posting organic content with all of the products.

Fenty Beauty: Inclusivity

Rihanna saw a problem (lack of shade range in makeup) and used her platform to solve the problem. Boy did it pay off big time. Not only did Fenty solve the problem, but it went viral and changed the industry. Fenty showed the world how authenticity and inclusivity can create brand loyalty.

SKIMS: Collaborations

Through viral marketing, smart branding, and inclusive sizing Kim Kardashians shapewear brand has taken over the world.

By using Kim’s huge following, partnerships (NBA and North Face among a few), and influencer/celebrity collabs they have turned people’s everyday basic clothes into essentials in the fashion industry. SKIMS has proven that using a powerful personal brand and a good product you can have success.

818 Tequila: Celebrity Marketing

Even if you’re not big on tequila or celebrity news, chances are you’ve heard of 818 Tequila. Kendall’s 818 has been all over social media for their events, marketing, and celeb connections.

They have successfully targeted the college market by making their way to local college bars. This is a prime example of influencer branding and experiential marketing are able to create an emotional connection.

Even If You Are Not Famous You Can Still Use Celebrity Marketing

You don’t need to be an A-Lister or a Kardashian to use celebrity marketing to your advantage. Whether you are a small business or a founder on your own you can tap into this strategy.

• Use Your Personal Brand

As a founder, you can also be the face of the brand. People want to know your story, so share content about what it takes day in and day out to run the business. Connect with people, they don’t want to just see your product, they want to see you.

• Partner with Micro-Influencers

Micro-influencers are people who have smaller but really engaged followings. This could be bloggers, TikTok creators, or local fitness trainers. Because they are smaller they have an audience that trusts them and that trust converts into customers.

• Create Moments for your Brand 

You don’t have to be a big brand to build a celeb-like presence online. This can be done by hosting a launch party for a product and sending your products to influencers (or micro-influencers). Creating an aesthetic and dreamy social media feed.

Things to Watch Out For

While celebrity marketing can be extremely powerful, it will not always be perfect. Always keep these essential things in mind:

• Keeping it authentic. Fans know their favorite celebrities very well, and they will be able to tell if a product feels forced or doesn’t match their image.

• Overused. You don’t want to have too many people promoting it, because at some point people will just stop paying attention. 

• Don’t bank on a big name. You can get the biggest name in the game, but the product still needs to deliver. Having it aligned with the brand and being high-quality is key

Future of Celebrity Marketing

The world of celebrity marketing is moving and evolving quickly. 

Consumers today want a famous face attached to it. They like having a connection, community, and transparency. No one wants to feel like they are just being sold to: they want to feel like they are in on it.

It isn’t just the A-List celebrities that are being used, but also micro-influencers, smaller creators, entrepreneurs, and small business owners that are becoming just as powerful.

But no matter who or what you are using to market, you need to find those that align with brand values.

From Kim Kardashian’s SKIMS to Hailey Bieber’s Rhode, celebrity marketing is becoming a blueprint for brands. But it becomes the most powerful when brands know how to use it correctly. 

✍️ Written by Emily Swedelson