Shaving company Harry’s Inc. is using model Ashley Graham to create and sell a line of body hair removal kits, and the partnership shows how beauty companies are turning to new business models for celebrity transactions.
Under the deal, Harry will share the profits of the business with Graham, which will be sold under the company’s Flamingo label for women. She is also involved in the creation and design process. Graham, who featured on the covers of Vogue and It, will also appear in the brand’s advertisements.
These metrics illustrate how companies are increasingly offering celebrities close financial and creative partnerships instead of just signing them up as endorsers or brand ambassadors that appear in advertisements.
“What we weren’t interested in were these standard celebrity endorsement deals,” said Allie Melnick, CEO of Flamingo. “Ashley played a part in every game.”
Offerings between celebrities and beauty brands are growing as brands seek to attract buyers through established audiences. Elf Cosmetics, for example, got Alicia Keys to launch beauty brand Keys Soulcare last year.
The most prominent partnerships have been between Coty Inc. and the Kardashian family, with the cosmetics company investing at least $ 800 million in the beauty operations of Kylie Jenner and Kim Kardashian. Jessica Alba’s Honest Company took a different path, raising more than $ 400 million in its recent IPO.
Harry sought to make his own deals after the Federal Trade Commission blocked a sale proposal to Schick’s owner, Edgewell Personal Care, citing antitrust concerns. The company recently raised an additional $ 155 million.
Graham Kits with Flamingo include body wax and shaving sets and will be sold at Target Corp stores. and on the Flamingo website. Graham, who has worked for the fashion and beauty industries to represent a wider range of female body types, hopes to destigmatize discussions about hair care for the body of women.
“We look at this from a shameless angle,” Graham said in an interview. “It’s just something that people do.”
By Kim Bhasin