The Power of Licensing by Michael Stone

Author:Michael Stone
Language: eng
Format: epub
Publisher: American Bar Association Publishing
Published: 2018-12-15T00:00:00+00:00

Drew Barrymore

Again, consider Flower Beauty (Drew Barrymore). She is a famous actor, author, producer, and model. We have watched her on screen in countless movies since she was six years old in E.T. the Extra-Terrestrial (1982), and fans have been following her public career ever since. She formed Flower Films in 1995, which has produced many motion pictures over the years. In 2013, she launched Flower Beauty10 with a line of beauty products sold exclusively at Walmart. In 2017, Barrymore launched a lifestyle brand named Dear Drew on Amazon Fashion, which includes apparel, bags, jewelry, and hair accessories (perhaps the first celebrity launch on Amazon Fashion). Prior to launching Flower Beauty, Barrymore served as the co-creative director for Cover Girl cosmetics for eight years. She was part of the brand’s advertising and marketing campaigns, and she was involved in concept development and photography, in addition to having other responsibilities. In short, she received a real education in the beauty space and established herself as a credible authority to consumers—that in addition to the fact that she has been sitting in makeup chairs since she was six years old. Barrymore also believed that she had a positive message, a story, to communicate to women: that they could make themselves up (with makeup products) to be themselves and not to be someone else; that they deserved the best quality products at an affordable price—a message and story of empowerment and self-confidence.

Walmart viewed her beauty line as a natural transition from her role at Cover Girl and placed the product in the same aisle as Cover Girl products and other major brands in the category. Flower represents premium product at an affordable price at Walmart—what women deserve, according to Barrymore. There is a story and a vision attached to the brand. But it’s also about fairy dust.

As is necessary for any retail exclusive program, Barrymore is actively engaged in all aspects of the Flower beauty line. She and her staff work closely with the product development company on all of the products and stays on top of trends in the category as well as innovations for new products. Thirty to 50 new products have been introduced almost every year. And she actively supports the line on her websites and social media, particularly Instagram, where she has over six million followers. In 2017, she launched an e-commerce site featuring text-based and video tutorials offering makeup tips. The product line has grown in each of the past five years and, in 2017, was expanded to Walmart Mexico. More Flower-branded products are expected. Moreover, her plan is to develop a group of global lifestyle brands at different tiers of distribution, all “powered by” Barrymore (such as Dear Drew, mentioned earlier). All of these efforts lend an air of authenticity to this celebrity licensing program and are examples of how a brand licensing program can and should be supported.

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.