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Selena Gomez and Alexa Demie: The Power of Celebrity Endorsements in Makeup Advertising

The COVID-19 pandemic has significantly changed the advertising industry, including makeup ads. According to a report from McKinsey & Company, the COVID-19 crisis has dramatically impacted the global beauty industry, which includes skin care, color cosmetics, hair care, fragrances, and personal care. The report indicates a decline in industry revenue of 20 to 30 percent in 2020.

The report goes on to explain that although brick-and-mortar drugstores and mass-market and grocery stores were able to remain open in the early stages of the pandemic, their customer traffic and revenues declined significantly.

Peter B. Lee, CEO and co-founder of Orora Skin Science, Inc., expressed that the sudden loss of offline sales was unavoidable despite increased online traffic. Even the most optimistic individuals could predict the industry's downturn (Vogel, 2021).

People started working from home and avoiding social gatherings, so the demand for makeup products decreased. Makeup companies had to change their marketing strategies to cater to the changing needs of their customers. 

Celebrity endorsements have been a prevalent aspect of makeup advertising for a considerable period. Despite the pandemic, some celebrities continue to endorse makeup products, while others have shifted their focus to other areas.

Rare Beauty, Selena Gomez's makeup brand, has caused a stir in the market by promoting individualism and confidence in one's own skin. The brand targets makeup enthusiasts and beauty gurus, emphasizing uniqueness, authenticity, and rarity.

The brand benefits from celebrity endorsement because Selena Gomez, an American singer known for her hit songs, is the founder and CEO. Selena is also an advocate for mental health. She announced that a percentage of every sale would be donated to the Rare Impact Fund, a charitable organization that focuses on expanding mental health services within educational institutions. Through its sales, the Rare Beauty website also notes that the brand supports various philanthropic foundations, individuals, corporate partners, and the Rare Beauty community.

As noted by Sakellariou (2022), Selena has been vocal in her support for mental health over the years, frequently sharing her personal experiences. Therefore, it is appropriate that her beauty brand is partnering with a charity that shares her commitment to promoting mental well-being.

MAC Cosmetics has partnered with actress Alexa Demie to release a line of eye makeup called "More Than Meets the Eye," which features a new product formulation (Pitcher, 2020). The ad campaign targets makeup aficionados, encouraging them to step out of their comfort zones and experiment with bold and fun eye looks.

The ad benefits from celebrity endorsement because it prominently features Alexa Demie, who gained fame for her role as Maddy Perez in the TV series Euphoria. Maddy's style is glamorous, bold, sultry, and unique, and the ad campaign successfully captures her style while showcasing Alexa's individualism. The product line emphasizes Alexa's distinctive eye makeup and includes a range of eyeshadows and brow gels.

The COVID-19 pandemic has brought about new challenges for the advertising industry, particularly in the makeup sector. Media manipulation has been used to promote products, especially celebrity endorsements. It is crucial for makeup companies to be responsible in their advertising during these uncertain times in order to build trust with their consumers and contribute to a more positive industry overall.

References

MAC Cosmetics. (2020, March 2). Alexa Demie x More Than Meets The Eye | MAC Cosmetics. YouTube. Retrieved May 3, 2023, from https://www.youtube.com/watch?v=Gi9aIuFquUE

Pitcher, L. (2020, March 3). “Euphoria” Star Alexa Demie Stars in MAC Cosmetics’ “More Than Meets the Eye” Campaign. Teen Vogue. Retrieved May 3, 2023, from https://www.teenvogue.com/story/alexa-demie-mac-cosmetics-more-than-meets-the-eye-campaign

Sakellariou, A. (2022, December 2). Everything To Know About Selena Gomez's Successful Beauty Brand. TheRichest. Retrieved May 3, 2023, from https://www.therichest.com/rich-powerful/everything-to-know-about-selena-gomezs-successful-beauty-brand/

Sephora. (2020, September 3). NEW Rare Beauty by Selena Gomez | Sephora. YouTube. Retrieved May 3, 2023, from https://www.youtube.com/watch?v=ODZ_wAM-Phc Vogel, L. (2021, September 1). How the beauty industry is coping in the era of COVID. Yahoo Finance. Retrieved May 3, 2023, from https://finance.yahoo.com/news/covid-makeup-beauty-plastic-surgery-zoom-effect-183608493.html