Zoella Beauty: Demonstrating the power of social media celebrity branding

Zoella Beauty: Demonstrating the power of social media celebrity branding

Code: ML-ML00022-001 | Published: Jan-2016 | Pages: 16 | MarketLine
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Launched in September 2014, the Zoella Beauty personal care range was created by popular video blogger Zoe Sugg (better known as Zoella). It includes bath products, fragrance mist, scented candles, and beauty bags, and became an instant success. The bestselling release has been quickly extended with three more Zoella licensed ranges, launched in a little over one year.



Key Findings
- Understand what Zoella Beauty has and how it uses the name of image of a YouTube star to appeal to young consumers.
- Analyze the success of the Zoella Beauty Range.
- Understand how social media is increasingly influencing purchasing decisions.

Reasons To Buy
What is Zoella Beauty and why was it launched?
Why has Zoella been chosen to spearhead the range of personal care products?
How can other retailers and YouTube stars follow suit?
How is social media influencing consumers?

Table of Contents

OVERVIEW
Catalyst
Summary
INSTANT SUCCESS EXCEEDS EXPECTATIONS
Superdrugs most popular personal care line
"Tutti Fruity" ranges success outshines initial collection
AFFORDABLE PRODUCTS ENDORSED BY YOUTUBE "STARS" RESONATE WITH YOUNG CONSUMERS
Carefully chosen set of qualities necessary to win over target audience
Sensory appeal plays key role in establishing brand among target demographic
Cocooning contributes to at-home treatments expansion
Complex promotion keeps the audience engaged
Zoellas vulnerability boosted credibility of her stress-relieving range
ONLINE CELBRITIES SPUR MILLENNIAL DEMAND FOR LICENSED PERSONAL CARE PRODUCTS
Online celebritys "reign" is shaping personal care market
Self-expressive millennials fuel the demand for licensed personal care
New celebrity type to improve the perception of low-trust licensed ranges
CONCLUSIONS
A relatable star, affordability, and shrewd marketing make the range a success, and are the very factors that will continue to drive the licensed personal care products market
APPENDIX
Sources
Further Reading
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