Maybe North West didn’t need its beauty brand either
Every company has its own modus operandi, and many decide to use a strategy in which all resources are fully exploited, right from the beginning of their journey. The business model of the Kardashian family, which has made the family one of the most influential in the entertainment landscape and beyond, works exactly like this: from 2010 onwards, all the daughters of Kris Jenner they have transformed their personal passions into brands, until they themselves become “human brands” as defined by the professor of Marketing at De Montfort University Markus Wohlfeil. A winning move that has made entertainment culture an engagement machine worth millions of dollars and now opens the door to the second generation. In particular to the eldest daughter of Kim Kardashian And Kanye West, North West9 years old and 15.4 million followers on TikTok, which is about to launch its own line of skincare and toys or digital entertainment products targeting Gen Alpha.
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Not just a beauty brand for North West: all registered trademarks
According to reports from The Sun, Kim Kardashian filed four trademarks in the name of her inseparable daughter last March 10 at the American trademark office, the US Patent and Trademark Office, to ensure that no one appropriates North’s name before completion of his coming of age, in exactly 11 years. Deposit descriptions are a mission statement that promises an empire of physical and digital products signed North West: the first trademark promises the arrival of a skincare line “for non-medical preparations, serums, creams, masks, oils and soaps for face and body, perfumes, cosmetics and hair products” while the second of a line of “educational toys and for psychomotricity, dolls, accessories for dolls”, the third will feature a roster of advertising services while the fourth brand includes “entertainment in the nature of online information in the fields of entertainment and pop culture”, therefore a news site.
What is the target audience of the North West beauty brand?
According to the business model of the mother and aunts, the beauty brand of North West will target his generation, the alpha, with whom he shares passions and cultural references, even if at the age of 9, it is difficult to understand how a specific passion can already be very clear and all the more conveyed to a paying public. Like North’s TikTok profile shared with Kim, her brands will also be “managed by an adult” as stated in the description of the profile on which the little video post in which she puts on Grinch make-up, does a skincare routine, fixes her baby hair or prepares milkshakes with her little brothers. North West will only be the testimonial of these brands for a long time, until it decides to take more part in the direction of the brand when it feels ready, while for the moment it is assumed that it has the interests of its peers, those of playing and having fun rather than doing invoice his brand. Furthermore, considering that Kim and Kanye’s daughter will only start earning from these brands when she turns 24, she probably didn’t need a beauty brand either at the moment, even if the little girl’s creativity is undoubted and bodes well for the his future.
The situation of celebrity beauty brands in 2023
Who knows when North’s beauty brand will arrive, and who knows if it will still make sense when it is launched, especially in a scenario in which celebrity beauty brands have lost relevance with the public, being reduced to mere merchandize, such as the t-shirts they are bought at concerts but linked to the world of beauty. In January 2023, Sephora America drops the beauty lines of TikTok stars Addison Rae and Hyram Yarbro. This happens because it is not easy to remain relevant for the algorithm, but also because the beauty market is saturated with beauty brands that do not respond to a niche need or do not tell engaging stories, but become yet another diffusion line of a ( personal) growing brand. Attracted by a thriving market, too many faces who had nothing to add to the make-up or skincare scenario have plunged into the beauty business, just think of the unknown skincare line by Robbie Williams, which have now fallen into oblivion. To be successful in this sector, the important thing is to identify a gap and be represented by it, as Rihanna did with Fenty Beauty, listed at 2.8 billion dollars in 2021 according to Forbes, whose very wide range of inclusive nudes has filled a fundamental gap making beauty truly inclusive, or Rare Beauty, which with its storytelling on the mental health of the founder Selena Gomez adds a positive value to the purchase, collecting 60 million in collections just one year after its launch.