Last week, popular British vlogger Zoella launched her own line of beauty products. It includes seven inexpensive items bearing the name "Zoella Beauty" from cosmetic bags to a bath bomb. And it sold out of its retailers, Superdrug and FeelUnique, within days.
How does a product sell out so quickly? Easy. 24-year-old Zoe Sugg has 6 million subscribers to her youtube channel and today's market is all about brand loyalty.
Zoe announced her beauty line early last month after having worked on it for about a year. She promoted the launch on social media, wrote about it on her blog, and vlogged about it.
How does a product sell out so quickly? Easy. 24-year-old Zoe Sugg has 6 million subscribers to her youtube channel and today's market is all about brand loyalty.
Zoe announced her beauty line early last month after having worked on it for about a year. She promoted the launch on social media, wrote about it on her blog, and vlogged about it.
She held a launch party for her friends and family that look absolutely beautiful and received online attention from the UK press and her many vlogger friends. Countless blog posts and vlogs about the party popped up in the days that followed. Notable attendees of the party include vloggers Tyler Oakley, Jim Chapman, and Tanya Burr.
Her boyfriend, popular vlogger Alfie Deyes of PointlessBlog, uploaded a vlog the day after the event which has 578,778 views at the time I'm writing this.
Her boyfriend, popular vlogger Alfie Deyes of PointlessBlog, uploaded a vlog the day after the event which has 578,778 views at the time I'm writing this.
Best friend, Louise Pentland of SprinkleofGlitter, uploaded a video of herself getting ready to attend the party and using Zoe's new products.
The products are selling out of Superdrug stores and only 3 of the 7 products are currently in stock on FeelUnique's online store.
The success of Zoella's new beauty line is testimony to the power of brand loyalty. While Zoe's products are certainly quality and adorable (they fit perfectly with Zoe's aesthetic), people are buying them simply out of their love for her. She doesn't need TV or print ads, a marketing agency's help, or to pay money to promote her products. With the power of her voice and those around her, she can sell her products just fine.
I'm in no way affiliated with Zoella Beauty or Zoe Sugg. Except for the fact that I did order three of the products the day they were released.
The success of Zoella's new beauty line is testimony to the power of brand loyalty. While Zoe's products are certainly quality and adorable (they fit perfectly with Zoe's aesthetic), people are buying them simply out of their love for her. She doesn't need TV or print ads, a marketing agency's help, or to pay money to promote her products. With the power of her voice and those around her, she can sell her products just fine.
I'm in no way affiliated with Zoella Beauty or Zoe Sugg. Except for the fact that I did order three of the products the day they were released.