Like this it explains it the portal of 'Business of Fashion'. Marketing and sales strategies related to big celebrities don’t always work the way brands expect, and this is clearly the case with 'Morphe'.
'Morphe Cosmetics' is a manufacturer of cosmetic products and products of beauty that founded in 2008 in Los Angeles. As it studies 'Business of Fashion', 'Morphe' can be a case of how centre the launching of new products around celebrities and influencers, can, finally, derive in an authentic disaster for the company. For this, the portal of information explore in the path of the brand to show the errors, that believed successes, that have committed.
- Emma Chamberlain: it is known mainly in United States. The youngster of 21 years is recognised especially by his presence in Youtube and has won several prizes in the category of 'streamer' in the North American country. 'Morphe' bet by her in 2020 to launch his own brand of skincare, 'Bad Habit'. Finally, Chamberlain, left 'Bad Habit' when his agreement of a year expired. The mark has reported 3,4 million dollars in sales, less than the half of which estimated.
- Charli D'Amelio: it jumped to the fame through TikTok. This American of so alone 18 years did worldwide known in the platform by her videos of dance, beauty and modelling. Beside her sister, in April of 2020, launched with 'Morphe Cosmetics' her own scent, in addition to a line of skincare with the help of a very famous dermatologist. D'Amelio achieved to launch her scent, 'Born Dreamer', but her line of skincare has been discontinued.
- Demi Lovato: she launched a line of beauty with the mark, but this, resulted to be a failure, eclipsed by the launchings of Selena Gomez with Rare Beauty and Hailey Bieber with Rhode Skin Care.
- James Charles: this, also was a hard hit for the mark. 'Morphe' decided to collaborate with this youtuber, makeup artist and influencer of 22 years. Together, launched a palette of 39 shadows of eyes. In 2021, the contractual relation between brand and celebrity finish by scandals continuos related with James, and that a lot of consumers criticised to the brand for continuing our collaboration with him.
Besides, 'Morphe' decided to bet it everything to R.E.M Beauty, that included inside 'Forma Brands', the program of brands incubators that had the aim to do grow the brands of the portfolio of Morphe and purchase the licences of the products of beauty and skincare of Ariadna Big, owner of R.E.M Beauty. The first products launched in November of 2021, with a campaign of launching that included a complete experience, where there was a photocall that re-created the arrival to the moon of Neil Armstrong, but with the flag of R.And.M Beauty. 'Form Brands' deposited all it efforts and economic resources, that also, finally, turned into another failure for 'Morphe', by the same detonantes that in the case of the line of Demi Lovato.
Thus, 'Form Brands' crosses now a critical situation: the company has to between 600 and 700 million dollars. As they aim from 'Business of Fashion', "Form is collecting options that can do stronger his financial position and are prioritising the marks that have more meant for our consumers and positioning to the company to grow on a long-term basis."
The invisible cost of the celebrities
This type of collaborations for 'Morphe', form already splits of his DNA, and is something, that previously has surrendered of suitable way and have attained some figures in matter of sales really incredible.
But it changed with the arrival of 2019, TikTok and that the consumers prioritised the care of the skin above the use of make-up. For this, 'Morphe' launched 'Form Brands' to create of fast way lines of beauty or purchase some existent.
As it indicates BoF, that has been able to have access to documents of the company, Forma Brands there was budgeted more than $420 millions in income the past year, but was in way to arrive to ones $80 millions less than this figure. The income of Morphe the past year were of 295 million dollars, in front of some 500 million quoted dollars in the reports of the means in 2019.
'Beauty Packaging' Informed also does some weeks, that 'Form Brands' received also to the Chapter 11 and declare in failure. A spokesman of the company, said that: "Form Brands participates in constructive discussions with our stakeholders on forms to strengthen the company financially and reinforce our approach in the opportunities that there is by in front for our marks. We are very happy with the products that go to be followed to carry to our customers."
Other controversies that splashed to 'Morphe'
So alone 8 years after his foundation, the signature of American cosmetics already faced up to a campaign that accused to the collaboration with the youber Jaclyn Hill. This youtuber that now has 32 years, in 2016, launched his second collection of paintbrushes that received numerous complaints and claims by part of big part of the consumers that hacian reference to the low quality of the products.