SCENT-sational Success: Let’s unveil the rhythmic journey of this singer into the beauty industry!

Monday: MicroBusiness and Marketing Marvels FROM THE DESK OF MILES EVERSON: Happy Monday! We hope you’re having a great week so far! Let’s start the week with innovative insights from the “Marvels” of the marketing world. Every Monday, we feature individuals with outstanding expertise in the marketing and business fields. Today, we’re excited to share the inspirational story of a globally famous celebrity who is also standing out in the beauty industry! Keep reading to discover how this “Marvel” excels in both her singing career and in her beauty brand. CEO, MBO Partners Chairman of the Advisory Board, The I Institute

SCENT-sational Success: Let’s unveil the rhythmic journey of this singer into the beauty industry! In today’s oversaturated market where countless brands aim to claim the spotlight, standing out and bringing something fresh is a real challenge. … but today’s “Marvel” knows how to face this issue! In fact, this celebrity tycoon consistently “breaks free” from the basic marketing and product development conventions. Her journey into the beauty realm began in 2015, with perfumes named after some of her biggest song hits. In 2021, she introduced her own brand, R.E.M. Beauty, which is not just a reflection of her artistry, but also a powerhouse brand with a cosmic lineup of offerings for consumers. The name of the genius behind all this beauty magic? Ariana Grande! Grande is an award-winning American pop singer and actress. She began her singing and acting career in 2008, when she was cast for the Broadway musical “13,” and on Nickelodeon's “Victorious” in 2010 and “Sam & Cat” in 2013. Grande’s debut album was “Yours Truly.” This album achieved several milestones, including selling 138,000 copies within a week of its release and debuting on the Billboard 200 in the same year. Throughout her career, Grande has won numerous accolades and was recognized as Billboard’s “Woman of the Year” in 2018. Until today, she constantly delivers music that her fans enjoy. The Beginning of Cosmic Beauty Magic Before establishing R.E.M. Beauty, Grande first started her venture into the beauty business by working with Luxe Brands Inc. and releasing her own perfume, “Ari,” in 2015. Her other perfume scents were named after her hit songs such as “Thank U, Next,” “R.E.M.,” and “God Is a Woman.” What sets Grande apart in the perfume world is her commitment to infusing each fragrance with her unique personality. Each perfume tells a story, making them good choices for various occasions. What’s more? Grande doesn’t solely rely on her fame to promote her products. She is also actively involved in both the creation and promotion of her perfumes. Her products are competitively priced, making them affordable for different market segments. To further expand her empire in the beauty industry, Grande established her own brand, R.E.M. Beauty, in 2021. Grande’s brand is inspired by her song, “Rapid Eye Movement,” which is about vivid happenings in one’s dream. R.E.M. Beauty products are marketed as vegan, cruelty-free, and sustainable—considerations that are also personally important to Grande. The products also reflect the artist’s love for science fiction and vintage space, and so the packaging has a retro-future vibe. Grande and her team personally worked with different creative agencies to translate her vision into her brand’s distinctive identity. The primary goal of R.E.M. Beauty was to connect with Gen-Z consumers, whether Grande’s fans or not. Successful results of the launch include: Establishment of the brand’s mission, values, and target consumer Infusion of creativity into Grande’s beauty narrative and connecting with diverse cultural trends Development of necessary research about consumers and market competition to better tailor R.E.M. Beauty’s branding After its launch, R.E.M. Beauty’s popularity skyrocketed. In fact, just a few months after its release, the brand grossed USD 2.3 billion earnings in Q1 2022! These results show that Grande exhibits the characteristics of a businesswoman—with wide imaginations for her brand and considerations for her target market. Here are some things we can learn from her: Break free from the limits of being a “celebrity” beauty brand. While being a celebrity brand may imply using popularity to build a brand, Grande demonstrated—and continues to demonstrate—how her products transcend the confines of such a branding. She achieves this by infusing her character into every stage of cosmetics production, conducting thorough market research, and creating products that consumers truly enjoy. Grande has also set high standards for her brand. She doesn’t just aim to sell millions; she also aspires for R.E.M. Beauty to be recognized as a sustainable, vegan, and cruelty-free brand, as these are her personal values. Keep your brand reflective of your identity and attractive to a wider audience. Grande not only infuses her products with her creative imagination but also ensures she is hands-on in crafting each item. She believes her brand should be used by a broad audience, not just her fans, and so she makes sure her products are inclusive and suitable for all occasions. On top of that, Grande makes a concerted effort to keep her products affordable for consumers. Bring your brand’s creative identity to life. One factor that made Grande’s brand memorable to audiences is its products’ names, which are inspired by her songs and interests. As a result, her perfumes and makeup products authentically reflect her and are truly loved by a wide range of audiences! — Today’s feature shows there are various dimensions of exploring creativity. Additionally, marketers, whether famous or not, can learn BIG lessons from Grande. Her strategies in building both her brand’s name and products showcase the power of blending imagination and creativity with personal interests and values attractive to consumers. As a marketer or a business owner, you too can “break free” from basic product development by seizing the opportunity to collaborate with individuals and agencies that can help bring your brand’s creative visions to life! In the ever-evolving landscape of business, don’t be afraid to push boundaries and create a brand story that resonates with authenticity. You’ll see, your brand and your consumers will thank you for doing so.     Hope you’ve found this week’s topic interesting and helpful. Before 1979, the fashion house Prada, only had two boutiques. Today, the brand has gone global as its storefronts are found all over the world. Learn more about Miuccia Prada and her global fashion brand in next week’s article!