Author(s)

Xinwei Wang

Corresponding Author

Xinwei Wang

Abstract

In recent years, it has been common for celebrities to establish companies. Whether celebrities simply want to rely on short-term popularity, rely on rapid commercial monetization, and transform into businessmen, or rely on commercial development and capital accumulation to boost their celebrity journey, varies from person to person. However, it is undeniable that celebrity companies have more advantages in expanding brand awareness and marketing compared to other categories of companies. Star companies can gain more traffic, topics, and attention by relying on the popularity of celebrities themselves and the influence of social media platforms. And ordinary companies need to spend huge marketing costs to obtain these. While its company is making rapid commercial profits, the brand culture and influence it shapes will also generate additional value recognition from consumers towards the star. This article relies on case analysis to analyze the brand development process of Rihanna's Fenty Beauty, Selena Gomez's Rare Beauty, and Kate Hudson's Fables, in order to analyze the role of celebrity effect in promoting the development of one's own brand throughout the entire brand development process, and how these brands can feed back these stars once they grow.

Keywords

Celebrity effect, Entrepreneurship, Marketing management, Value identification