Welcome to our column, "Hi, quick question,"Where we investigate seemingly random occurrences in the fashion and beauty industries.
Whitney Houston from MAC Cosmetics The collection is here, and it's full of over-the-top fun, quintessential '80s staples that the late singer is still associated with to this day. Featured with bold smokey eyes and bold lips in metallic red and brown, Houston's beauty regimen has been as iconic as she has been, throughout her decades of fame. And the Now that it's shoppable In deluxe gold packaging, fans can get a small piece of her cult of personality, created along with approval from the Whitney Houston Estate itself.
Houston's MAC streak has been coming for a long time. The brand announced the collection over a year ago, last September, timed with the release of Houston's biopic I Wanna Dance With Somebody. It's also "something Whitney has always wanted to do," the artist's sister-in-law and former manager Pat Houston said. People. "I'm glad we can do something that I know she'll love."
If any makeup brand was going to make this pay off, it was MAC. The cosmetics giant has partnered with celebrities for decades, even before celebrity beauty affiliations became ubiquitous. charity Viva glam The initiative, which raises money and awareness for HIV/AIDS, has been releasing collections since 1994, including collections in partnership with living legends like Rihanna and Lady Gaga, Recently Rosalia. The first importance of MAC after his death It was launched in the year 2012, with an extension A 28-piece makeup line inspired by Marilyn Monroe.
Other late celebrities, including Selena Quintanilla, B.C The band, which celebrated the twenty-fifth anniversary of her deathand high Thanks to a viral fan petition Shoppers have gone so far as to create mockups of the products they want. Both sold out instantly. But experts attest that cosmetics brands like MAC aren't just for profits (although, yes, they are). to me make money). For the estate of some of the late personalities, like Huston, the eye palettes and lipsticks are only a small, but not entirely insignificant, way of keeping their legacies alive for a new generation. It's also, somewhat uncommonly, good for business.
“These posthumous launches aren’t necessarily money drivers, but more than that they are relationship builders in a few ways,” he says. Kirby Johnsonbeauty reporter and co-founder of the beauty podcast Angeles sitting. "If MAC and Estee Lauder You have a great relationship with a movie studio, so why not work together to promote a movie? Not to mention the fan relationship, which is important for the brand.”
Johnson goes on to explain that if a real estate like Houston is seeking a beauty collaboration, they might feel more comfortable with a giant like MAC because they know full well it will get it right. In Houston's case, the packaging is top-notch and the formulas are what you'd expect from a MAC product, says Johnson, "and you don't feel like the brand skimps on making them." As one of the top three global makeup brands, MAC sees an annual turnover of more than $1 billion, with 500 independent stores.
"I feel like the MAC is a household name at this point, but some of this could be a play to increase reach or brand awareness for a departing fan base or simply to add value to the consumer," Johnson adds. "MAC is such an old brand; collaborations with icons like Selena, Aaliyah, and Whitney put them in the same category."
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However, posthumous collaborations are not without risks. As Johnson says, the person for whom the collaboration is being done is no longer here, so how can he give consent? In 2017, for example, Urban Decay has received a flood of criticism for its Jean-Michel Basquiat collection. (An artist known for his fiercely critical approach to power structures like capitalism would definitely not do an eyeshadow palette. A deceased interest," Johnson says.)
In fact, fans of late icons, like Houston, are especially protective of them after they're gone — which ultimately leads to higher sales. Cieja Springer, longtime fashion marketer and founder "From the bottom up!" podcast, she attributes this feeling to what she calls "brand regret," which goes way beyond buyer's remorse and tends to engulf those who, for a host of reasons, weren't fans of the artist when they were alive. In case if Gen Zwhich is now attracting the cosmetics industry with its increasing purchasing power, is simply because they are not yet born.
"So that fans don't continually live with regret for not giving the artist their flowers while they were here, they're jumping on it now so they won't be left out," says Springer. "It's all about not being left out, at the end of the day."
With the product being released posthumously, fans can buy a piece of their favorite celebrity again (or for the first time) — and, Johnson adds, that opportunity may never come again, creating even more incentive to buy the product. This is especially true in the case of characters like Aaliyah or Selena, who didn't have a long period of fame before their passing, "so there might have been a few memorabilia that fans would buy as a token of their love for both artists." Johnson. But among all the possibilities for souvenirs and merchandise, why makeup?
"Whether a celebrity is currently active in their field or not, an acronym exists with 'appearance' and the painting of a very famous and visible personality in the media that gives the consumer the ability to recreate a celebrity's look or style by defining, or finding an aspiration," answers Professor Stefan Kanlian , president fitA unique master's degree program for emerging leaders in the cosmetics and fragrances sector. “It is a basic need of universal beauty that individuals aspire to mimic the appearance of someone they deem to be of great beauty or style.”
After all, makeup products are more obtainable than, say, fashion items for most fans, especially the younger ones. Johnson provides an example Harry Styles HA HA HA capsule for Gucci, which starts at $235 for a pair of striped logo socks, with T-shirts going for about $750. "I bet most fans do sports $20 to satisfy nail polish Instead," she notes.
Most people can't afford it Chanel bag, but they can afford it Lee Pigs BronzerJohnson says. As for the celebs who passed, you can't hold a record of your own to show you're a fan, but you can pull a Whitney Houston-branded MAC compact from your purse. "
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