by So where is everything wrong for Cosmoss, the Wellness and Beauty brand, which was introduced by Supermodel Kate Moss, which was only three years after the start of liquidation?
According to the time, the Moss brand should make the next Gwyneth Paltrow. For the beginning there was the range that everything from herbal tea bags (£ 20 for 20) over cleaners (£ 52), moisturizer (£ 95) and perfume (£ 125) – simply not control.
The review of the range when it came to the market was the beauty expert and founder of the Skin Rocks brand, Caroline Hirons. She wrote about the 95 pound face cream and said: “This moisturizer has nothing revolutionary, and the claims should give the impression that it will make much more for her skin than is scientifically capable.” In the broader sense, she took the roof, not at Moss to the beauty arena, but as the fact that Moss did not seem to take it seriously with the exaggerated claims and overwhelming formulations.
“We are an industry full of trained, qualified and quantified experts with proven success files,” she wrote. “Feel free to join us […] But they have to hit us high on our level and do not invent their own “bizarre”, which drives the distrust and disregard of something that we all love so much. “
But even significantly average products can sell in their millions if they do the marketing plan correctly, and this was Kate Moss, the face that has sold everything from Calvin Klein Jeans to St. Tropez Fake Tan over the years. Previous activities in their own name are hardly braided – their first fashion collection with Topshop was an immediate hit that increased the turnover of Topshop by an estimated 10 percent. Why could she not sell her wellness range?
Basically there was a serious differences between what she tried to sell and her image. After all, she was never equivalent to the wellness movement. And the fact that she had only signed months for cola before trying to deepen us Kosmos -Homöopathic teas did not help exactly as a brand in which she had cast in her heart and soul.
“Her reputation as a hardcore party girl has not made any favors,” says Hirons. “If she had bought a make-up primer who looked as good as the night before the morning after the morning, and a really sexy lip gloss or so it would have flown. But the fact that Kate Moss brought out a wellness line seemed to take the piss.”
Other industry experts who did not want to be named agree.
“She is a synonym for smoky eyes, late nights and effortlessly nervous glamor. She should have made a make-up. You could have had the Kate Moss eye or the 3 o’clock face that still looks good,” said one. “But wellness? She is better known for her hedonism than for her herbalism!”
And that seems part of the key to the success of a celebrity brand – authenticity.
Charlotte McCarthy has been in the beauty branding and communications for more than 25 years and works with start -up brands like Jo Malone London, Anya Hindmarch and Bibbi Parfum.
She says: “Celebrity brands go wrong if the individual does not live and breathe at the start and start of their product and purpose. If you think of Gwyneth Paltrow, the Kardashians, Selena Gomez, you have built strong communities and a world from which you can access.
“But with Kate Moss and a wellness brand, it feels like people just don’t buy it.”
But Moss simply didn’t seem to do the graft that is necessary. You have to be on social media how it or if you have a brand. Paltrow, Trinny Woodhall and Rihanna are on Instagram all the time – not only their goods, but also include with a community. Moss just doesn’t play the game.
“The main thing that promotes sales today, especially if they are a celebrity, is the community,” says Hirons. “Think [Selena Gomez’s brand] Rare beauty, think Hailey Bieber [founder of Rhode Skin]What Kate Moss doesn’t have. She does not speak to people, does not speak to the press, she is almost a hermit when she thinks about it. And fair game can do what she wants, but then you can’t suddenly be surprised that you don’t have this big community that comes when you leave a product. “
The decline of Cosmoss should be a warning story for all celebrities who want to benefit in the beauty industry. Not least because some believe that it will not take long for the celebrities to make money with their own brands, which makes the use even higher.
The Beauty Marketing consultant Camilla Craven, who worked with brands like Charlotte Tilbury and Facegym, believes that the days of the brands that pay for celebrities could be numbered.
“Brands are increasingly turning away from large celebrities towards micro-celebrities who offer more commitment and more targeted reach,” she says. “They also tend to promote real trust in their niche communities and to feel their recommendations more authentic and convincing.”
She adds: “If the audience gets shiny, impersonal campaigns tired, it is this relativity and consistent presence that can provide better ROI and permanent brand loyalty – especially when traditional celebrity notes are often associated with high costs.”
A representative of Kate Moss and Cosmoss was contacted for a comment, but did not answer.
