With the Cosmetics industry worth around $54 billion in the US alone, this lucrative sector of the ever-growing beauty business is a highly competitive market. With the industry leaders and numerous emerging brands all jostling for space in the millennial consumer's shopping basket, music ambassadors have a vital role to play in promoting the ethos of the brand.
The beauty sector is a one of the most established when it comes to celebrity endorsement and its ongoing use of “borrowed equity” from a wealth of famous faces continues to boost product appeal and bolster sales. MAC Cosmetics recent partnership with Rihanna, for example, managed to sell out one particular lipstick (the RiRi Woo) within 3 hours. A little push from an artist with a vast social media presence once again cementing the ambassador role as a key conduit between brand and consumer.
What is notable however, is the continuing importance that innovation is playing in the cosmetics sector, and as brands look to harness the next wave of cutting edge beauty products, their musical allegiances are increasingly championing new, up-and-coming and undiscovered talent. With this in mind, artists that have made their own success through perseverance, determination and a unique sense of self belief (that all important aspirational value that extends beyond mere music) are high on the partner list.
Here we look at three recent examples where cosmetics companies are teaming up with a new wave of young, empowered music talent...
Max Factor – Charlie XCX
Alt pop siren Charlie XCX, the co-writer of Icona Pop’s ever present hit ’'I Love It’, is the latest musician to enter the Max Factor musical hall of fame, as she teams up with the brand to front its Wild Collection.
Max Factor says the artist "embodies the bold, fearless character of the Wild Collection” and the range, which inspires experimentation with make up, is a perfect fit with Charlie, tuning in to her creativity as a songwriter to channel self expression. Fans are being invited to chose which of a selection of looks will be used in an upcoming photoshoot with the singer, with chances to win tickets to see her perform live also on offer.
Covergirl – Becky G
Covergirl has introduced rising 16-year-old talent Becky G into its fold of celebrity music ambassadors (which includes the likes of P!nk and EDM duo Nervo) aligning with the young YouTube star’s unique sense of style.
Like Max Factor above this is an investment in upcoming talent, tapping into the huge buzz around the ‘Becky from the Block’ singer, her distinct image and her bold, pioneering outlook on life. Becky will appear in national print and TV advertising, while the brand looks to tap into the artist's dedicated fan base (called ”beasters") through a range of original content.
Rimmel - Nina Nesbitt
Rimmel joined forces with up and coming Scottish musical talent Nina Nesbitt as part of the Rising Stars event held in London in association with Company magazine.
The brand recently hosted a unique mix of music and make up at the (suitably named) Foundation Bar in Covent Garden for competition winners and celebrity guests. A slew of emerging all female bands and artists performed live, including Fake Club, Arlissa and Nina herself, as visitors were treated to manicures and makeovers in specially created pink phone booths. Nina also features in 'get the look' style make up tutorials online.
The partnership with Company – which started last year – hones in on young, independent, female artists, and has featured make up tutorials/interviews with the likes of Lucy Rose, Delilah and Ren in the past.