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January marks the start of awards season and the onset of many, many new beauty launches. So, many beauty brands try to combine the glitz and glamour of the red carpet with whatever new product they’re bringing to market. At January 5’s Golden Globes, this included Dermalogica, which debuted its new Multivitamin Power Recovery Cream on Adam Brody through his grooming artist Kim Verbeck’s application, and Anastasia Beverly Hills, which introduced its Impeccable Second Skin Matte Foundation on Sofia Vergara’s face, thanks to her makeup artist Sabrina Bedrani’s partnership with the brand.
A beauty brand may sponsor all or part of a makeup artist’s, hair stylist’s or nail artist’s work making up a celebrity’s look. The artist will tag and mention that brand in their corresponding content. Though the content may feature a very famous face, the brand is not paying for a partnership with the star themselves. According to an industry insider with knowledge of such deals, they can run anywhere from $5,000 to more than $20,000, plus the artist’s agency’s fee. The higher end of that range can only be commanded when the artist is working with a major star at a major moment — think Margot Robbie during the “Barbie” press tour or Ariana Grande while promoting “Wicked,” the source said.
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English (US) ·