Social Selling is the new trend of marketing and beauty companies are the first to “smell blood”.

They started buying percentages from companies owned by various celebrities.

A typical example of that is Coty, who recently bought 20% of the KKW Beauty company, owned by Kim Kardashian West for $ 200 million. That's shortly after Coty bought 51% of Kylie Jenner's cosmetics company in January, valuing her business at $ 1.2 billion!

Coty's CEO said that "Kim is a modern, global idol." Why Coty needs to buy KKW Beauty can be seen on social media.

The company has 177 million followers on Instagram, half of the US population or 3 times the population of Great Britain, while Coty's best-known brand, Max Factor, has 585,000 followers and supermodels accounts like Kate Moss and Naomi Campbell have 1 and 9.3 million followers on Instagram.

According to research conducted by Global Web Index, Generation Z, the typical “audience” of celebrities that deal with fashion and beauty, spends on average 3 hours a day on social media, has 9 social accounts and from 2015 to 2019 was responsible for a 29% increase in global online research and purchase of products. In addition, the research found that Generation Z is 39% more likely to follow vloggers.

When it comes to fashion and beauty, having a certain prestige and being attractive has never been more important. In fact, the best way to use this is through an advertising campaign.

What better way than using a global celebrity that already has an established fan base and a product to promote!

Source,

https://images.app.goo.gl/iyfsFJhJjehK49eN6

https://www.capital.gr/forbes/3466073/forbes-i-kim-karntasian-den-einai-disekatommuriouxos

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