Celebrity endorsements are a confusing gray area that many people don’t understand. Especially in the current social media, almost anyone with a large number of fans can make money by publishing brands and products. News broke on Friday that in 2016 singer and actor Selena Gomez’s collaboration with a troubled brand won her millions of dollars while helping the brand survive.
Coach, once known as a luxury and popular handbag brand, is trying to reinvent itself in recent years. According to Newsbreak, about four years ago, Gomez and Coach reached a $10 million deal.
According to the Washington Post, when Gomez partnered with Coach, the company was in the midst of a three-year rebranding effort, which included updating the appearance to better align with younger consumers. According to the newspaper, Coach also acquired Kate Spade at the time as another way to reach young audiences.
According to the cheat sheet, Gomez posted a post about her collaboration with Coach and helping to promote their products to her hundreds of millions of fans, which seemed to resurrect the brand as Coach’s sales increased significantly at the time . A few years later, Coach now has celebrities such as Jennifer Lopez and Michael B. Jordan joining the brand.
Leaving aside celebrity deals, Gomez is now the latest celebrity to join the beauty industry and own his own brand. The 28-year-old lady has been busy focusing on her new beauty line Rare Beauty, which she launched in August last year. This is also the same name as her newly released album “Rare”.
In a promotional video for her product line, Gomez said: “Rare is to feel comfortable with oneself,” she said. “I think Rare Beauty is more than just a beauty brand. I hope we all stop comparing ourselves and start to embrace our uniqueness.” So far, the series consists of lipsticks, eye products, blushes and highlighters.
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