Influencers are turning to private labels to escape the instability of the network

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A few years ago, it was not uncommon for a celebrity to market a perfume with their name on it. The king of rock and licensed products, Elvis Presley, launched the Teddy Bear Eau de Parfum in 1957. Now, cut to 2023! It’s increasingly common for an influencer to launch a line of makeup, baby products, or even candles. The strategies are similar, but the internet has taken them to a whole new level.

“It’s not something new, it’s being reused with the new digital bias,” explains João Finamor, ESPM marketing professor and digital marketing consultant. According to him, the possibilities are countless, from collaborations, when an influencer partners with an established brand to launch a new product, even a brand built from scratch. More possibility of planned income than that achieved through social networks.

In the first group we have the example of youtuber Mari Saad, who has developed several make-up items under the Océane brand. For Finamor this strategy is a two-way street. The influencer makes money by lending his credibility, and the brand also raises profit expectations by accessing new customers.

In the second group we can mention the influencers Isaiah Silva, known for producing short humorous videos, which launched a party brand. One of the intentions of this launch is precisely to seek an alternative to the buoyancy of social networks.

“There is a huge sacrifice to stay relevant on the networks. They change all the time and the demand for new videos keeps growing. To meet this demand, we lose in quality. The brand comes to give you financial stability,” Isaías Silva explained to Terra during the launch of the new party, Malokera.

“Today we know that creators are held hostage by the instability of algorithms, and also by the instability of network owners, such as Elon Musk at the head of former Twitter, now X. This ends up leaving influencers in a very uncertain market,” says the ESPM marketing professor.

Even according to the specialist, this strategy is already consolidated, citing the case of YouTubers Niina’s Secretswho has practically left YouTube to devote himself to his beauty line with Eudora.

Francy Elke is another blogger who has ventured into this business and profited from her own beauty brand. And just like the other examples, investing is also a way to escape the scrutiny of the networks. “I don’t intend to be hostage to always create content. I want to be less and less hostage to social networks and consolidate my name. Who knows how to open other brands in other segments,” she said in an exclusive interview with Earth.

Whether it’s a collaboration or the creation of a unique brand, linking an influencer’s name to a product is no guarantee of sales. The marketing strategist Louise Cardinal cautions about another important point in building a brand: purpose.

“Of course, there are already signs of fatigue in this market. But when the consumer understands that a product has a purpose, the product is no longer just a product. You have to be careful when thinking about your brand,” defends the expert.

Finamor supports the chorus and gives another piece of advice: innovation. “Creators are a good example of people who are always looking for something new, for innovation. Whoever manages to convey this to their brand comes out the winner. This is the case of Bruna Tavares, is always looking for a new technology, a new color, an additive. We’re always on the lookout for something new, so creators have to fulfill that desire,” he says.

Source: Terra

Amanda

I am Amanda Gans, a motivated and ambitious professional in the news writing industry. With over five years of experience in this field, I have developed an eye for detail and an ability to craft stories that captivate readers. I currently write for Gossipify, where I specialize in beauty & celebrities news. My passion lies with exploring the world of beauty through writing, interviewing experts and developing articles that are both informative and entertaining.