In today's world, there seems to be no sphere where celebrities have not penetrated with their brands. Cosmetics, fashion, alcohol, home goods, lifestyle concepts - stars take on everything. But are the celebrities themselves to blame? Perhaps the problem lies within ourselves?

The phenomenon of celebrity brands

From the Kardashian sisters to one-day influencers, from Hollywood actresses to models, from music megastars to social media queens, all of them have suddenly become experts in perfumery, design, cosmetology and even lifestyle gurus. The phenomenon of selebrity brands in the world of fashion, beauty and lifestyles is not just widespread - it's ubiquitous. These brands appear more often than pop-up ads or requests to accept cookies.

Psychology of trust

The pandemic that forced us to stay at home has only increased our dependence on soothing images on our smartphone screens. It has strengthened each star's fan base, creating the illusion of trusting strangers who nonetheless look great and supposedly know the truth about the world. A simple but devilishly effective plan that allows these "gurus" to collect huge profits.

Consumer responsibility

Today, however, the real purpose of this multi-level video game is in our hands. It is up to us to decide which "magic" product to trust and which to doubt. There is an alternative, and it is not limited to Trustpilot reviews, although they are helpful. We need to learn to look beyond the marketing tricks.
The truth probably lies in a much higher degree of awareness of the amazing effects that mascara, sandals, perfume and T-shirts promise. The bottom line is that we may simply not choose them at all.

History of the phenomenon

Elizabeth Taylor was the first celebrity to launch the trend for selebrity perfumes. In 1987, the fragrance "Passion" was released, created in collaboration with Elizabeth Arden. Since then, the trend has only gained momentum.
Today, we have a number of big names who are using their popularity to create products that reflect their image. Rihanna with Fenty Beauty, Beyonc&eacute; and Tracee Ellis Ross with their hair care lines, Kendall Jenner with Tequila 818, Bella Hadid with Kin Euphorics, Selena Gomez with Rare Beauty - the list is endless.

Farrah Fawcett with Fabergé and a line of hair products in 1978 (with permission from Fabergé Paris)

Which celebrity has found their way?

Among the many marketing projects, there are some who seem to have truly found their calling. Victoria Beckham has turned her passion for fashion into a successful business. The Olsen sisters with their project The Row have created a real quiet luxury style. Marina Abramović with her Marina Abramović Longevity Method line has turned skin care into a kind of performance art.

Trust and credibility are the key words on which a branding project born out of the popularity of the person who signs it should be built. When an actress of Michelle Pfeiffer's caliber produces a line of exquisite Henry Rose perfumes, we tend to trust that choice. But ultimately the most interesting part of the story is left up to us: endlessly trust our modern gurus or choose a polite "no thanks, I'll pass this time."

Behind every celebrity brand there is serious marketing that influences our consciousness, provoking us to make purchases that are not always necessary. Perhaps it's time to think about whether we really need all these products. Are we not falling victim to a culture of overconsumption when we buy another product just because it's advertised by our favorite star?
It's important to remember that every purchase is a choice. And this choice can be a conscious one, based on real needs, not on the desire to join the world of celebrities through their products. Maybe we should ask ourselves more often, "Do I really need this?" before clicking the "Buy" button.

Do we actually need celebrity brands?

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