明星自主商业品牌
原文
When Selena Gomez introduced her makeup brand, Rare Beauty, this year, she took on a role often delegated to a makeup artist: For Sephora, the brand's exclusive retailer, she filmed all the education and training videos herself, iPhone in selfie mode, duct-taped to her bathroom mirror in Los Angeles.
Gomez is one of the latest in a wave of celebrities no longer content to be a spokeswoman.They join an old guard of celebrity beauty moguls like Rihanna, whose Fenty Beauty generated an estimated $570 million in revenue in its first 15 months.
Why is a makeup line now a necessary accessory of fame?
Starting your own company — à la Gomez, or Lady Gaga's Haus Laboratories — is generally more lucrative than a licensing deal.Both can generate more cash than being a spokeswoman does. Katie Slater, a partner at William Morris Endeavor who handles celebrity endorsements cited the money clients could make, along with the creative control they could exert.Instead of just turning up for shoots and PR days, stars can have a say in what is being said.Besides, doesn't every star these days want to be a multihyphenate?
What does a would-be makeup mogul want?
Makeup and skin care are what's hot for would-be moguls.They are bigger slices of the beauty industry — skin care alone accounts for anywhere from 45% to 60% of the profits — and they are now easier to get into than ever.Thanks to e-commerce, they require less capital because there's no need to hire a department store sales force to push products.
With so many brands, it's impossible for everyone to be successful, but don't expect the pipeline to dry up anytime soon.
注解
It 's official :Every celeb now has a beauty line . 公开的 名人 种类
When Selena Gomez introduced her makeup brand ,Rare Beauty ,this year ,she took on a role 人 名 化妆 品牌
often delegated to a makeup artist :For Sephora ,the brand 's exclusive retailer ,she filmed all 代表 独家的 零售商
the education and training videos herself ,iPhone in selfie mode ,duct-taped to her bathroom 自拍照 方式 牛皮胶带
mirror in Los Angeles .Gomez is one of the latest in a wave of celebrities no longer content to 波浪 名人 满足的 to be a spokeswoman .They join an old guard of celebrity beauty moguls like Rihanna ,whose 大人物
Fenty Beauty generated an estimated $570 million in revenue in its first 15 months .①Why is a 发生，引起 估计的 收益
makeup line now a necessary accessory of fame ?Starting your own company -- a la Gomez ,or 配饰 名誉
Lady Gaga 's Haus Laboratories -- is generally more lucrative than a licensing deal .Both can 获利的 许可
generate more cash than being a spokeswoman does . Katie Slater ,a partner at William Morris 代言人 合伙人 人 名 Endeavor who handles celebrity endorsements cited the money clients could make ,along with 处理 名人 宣传 引用 客户 the creative control they could exert . Instead of just turning up for shoots and PR days ,stars 运用 拍摄 公共关系 can have a say in what is being said . Besides ,doesn 't every star these days want to be a
有发言权
multihyphenate ?②What does a would-be makeup mogul want ?Makeup and skin care are （多对苯酸脂） 大人物
what 's hot for would-be moguls .They are bigger slices of the beauty industry --skin care alone 未来的 部分
accounts for anywhere from 45% to 60% of the profits -- and they are now easier to get into 占比例 利润
than ever .Thanks to e-commerce ,they require less capital because there 's no need to hire a 电子商务 资本
department store sales force to push products .With so many brands ,it 's impossible for 致力于 品牌
everyone to be successful ,but don 't expect the pipeline to dry up anytime soon . 管道，渠道
今年，当赛琳娜·戈麦斯(Selena Gomez)推出自己的彩妆品牌Rare Beauty时，她承担了一个通常由化妆师来扮演的角色:为该品牌的独家零售商丝芙兰(Sephora)拍摄了她自己的视频，iphone处于自拍模式，贴在浴室镜子上在洛杉矶。
戈麦斯是最近一波不再满足于做代言人的名人之一。她们加入了由著名美容大亨比如蕾哈娜，她的Fenty Beauty在头15个月就创造了约5.7亿美元的收入。
为什么化妆品现在是成名的必要附属品?
创办自己的公司——à la Gomez或Lady Gaga的Haus laboratories——通常比授权交易更有利可图。这两种工作都能产生比担任女发言人更多的现金
威廉·莫里斯奋进公司(William Morris Endeavor)的合伙人凯蒂·斯莱特(Katie Slater)负责处理名人代言事宜，列举了客户可以赚到的钱，以及他们可以发挥的创造性控制。明星们不只是出现在拍摄和公关日上，他们可以对人们所说的话有发言权。再说了，现在每个明星不是都想用多连字符吗?
一个未来的化妆品大亨想要什么?
化妆和皮肤护理是未来大亨们的热门话题。它们在美容行业中占有更大的份额——仅护肤品就占了45%到60%的利润——而且现在进入它们比以往任何时候都容易。由于有了电子商务，他们需要的资金更少，因为他们不需要雇佣百货公司的销售人员来推销产品。
有这么多品牌，不可能每个人都成功，但是不要指望渠道很快就会枯竭。
外刊笔记：明星自主商业品牌 - 图文
