How to Be a Successful Celebrity Brand

We've probably launched or worked with more than 10 like celebrity brands. The biggest thing I've noticed that either will deem it to be super successful or a complete failure is how involved is the celebrity in the process of not just posting about it, but actively creating content. If you look at the difference between rare beauty and big celebrity also in the music industry sold online and in Sephora there are completely different outcomes. And I think it really comes down to the amount of content that's created and the amount of authenticity you can actually see from outside in.

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