The celebrity beauty business is booming with a growing number of high profile beauty mavens launching their own beauty ranges. New entries this year alone include Scarlett Johansson, Courteney Cox, Gwen Stefani, Kim Kardashian, and Idris and Sabrina Elba.
While celebrities can easily create the hype needed for a successful launch of the product, once the consumers’ expectations are set, they need to be met.
Adonis, a US-based cosmetics manufacturer, talks about the importance of working with brands that manufacture high-quality products.
Adonis spokesperson Ann Wilson said: “While celebrity names can make products particularly eye-catching, the most important bit of information on the packaging is something else entirely - the ingredients list, and the quality brand.
“Not only do high quality make-up products deliver better results, but in the case of skincare products especially, it is important that consumers can be confident in the safety and quality of materials that go onto their skin.”
Beauty brands are also often targeted by scammers, who create cheap knock-offs to sell, passing them off as the genuine product.
The problem is particularly serious with celebrity brands, as young customers who may not be able to afford the full price of their favourite celebrity’s beauty brand may fall victim and use potentially harmful products.
The problem is highlighted in the Netflix documentary ‘Broken: Make-Up Mayhem’, which revealed how doctors and investigators found heavy metals and carcinogens in cheap copies of expensive ingredients.
Adonis spokesperson Ann Wilson added: “Eagle-eyed customers can usually spot a fake product, usually as a result of uneven lettering, sloppy packaging, and even misspelt brand names!
However, some counterfeit products do look convincing. In such cases it is always good to fall back on the saying that if it looks too good to be true, it probably is. “If you see products from any beauty brand on sale at a much lower price than on any official retailer’s store or website, walk away.
Saving some money is not worth putting your health at risk - even if there is a celebrity’s name on the packaging.”