
1. ‘Go ethical’ like Alba

Transparency and mission is key
Her website outlines a detailed in-depth report of where the products are manufactured and what ingredients are used. Coined the “Honest Standard”, Alba’s ethos lies in ” creating safe, effective products for my family and yours”. What’s more, a heavily curated ‘NO List’ on her site has highlighted over 2,500 chemicals/materials the brand chooses not to use. Cleverly tapping into the emotions of new parents who are concerned with what to use on their precious infants and children skin is the fuel behind this brand.2. Use your ‘street cred’ like Dr Dre

Making his product desirable
Since the 2008 launch, there have been over 40 Music videos, where high profile pop stars have “casually” used Beat headphones and speakers where video shots of singers at the club or lying seductively in bed with the product tapped into the hearts of the teen demographic and instantly marketed the goods as cool and sleek. From their spanned a continual reem of celebrity endorsements from major sporting icons such as LeBron James. But there’s more to this product than consumers simply feeling like their favourite pop star. The producer defined the company’s guiding principle as “perfecting the beat”, for example, the speakers offer innovative noise cancellation technology – making them appealing for consumers after musical privacy, space and audio perfection.3. ‘Be your own brand’ like Kim

She has constructed an indestructible empire, almost effortlessly, but how did she do it?“Kim is a real person. A glance at her Twitter or Instagram accounts reveals Kim at home with her husband Kanye West and their kids. When was the last time that your CEO posted on social media what he or she does on the weekends when they are away from their office?” says Carlos Gil, author of The End of Marketing: Humanizing your brand in the age of social media and AI.
4. ‘Keep it current’ like Kylie

Fusing her new image to her brand offerings
Her lip-kit produce tapped into the current cultural phenomenon of “duck lips” – (the pout that can only be achieved with 2ml of Juvederm and a trusted cosmetic doctor). However, for impressionable young teens eager to access the best insta-face ready look, Jenner marketed her glosses as the fast way for consumers to dupe people into thinking they’d got a filler fix. While this may seem shallow – the Calabasas native has made a business that is valued at $900m:“I took my insecurity with my lips and turned it into my business model,” she claimed in a 2018 Vogue Australia interview, “I just loved bigger lips, and I just got obsessed. To this day, I can’t leave the house without lipstick.”Tapping into the cultural crisis among people to alter their appearance in the bid to gain a few likes online has been a key aspect of Kylie’s success. By altering her appearance herself, then basing a makeup brand (starting with lip-kits) on her new image, Kylie married her image with that of her new brand seamlessly which makes for a powerful branding and marketing drive. Despite the grief she might receive for moulding unrealistic beauty expectations for women – her empire isn’t going anywhere soon.
5. What can we learn?
“Celebrities are naturally great at self-promotion. This is probably one of the hardest things to do in business. You basically have to put it all on the show and as a new business owner, having the self-belief and confidence to get out there and sell your product or service with limited knowledge or experience is a massive challenge” says Andrew Dark, Co-owner at clothing company, Custom Planet. There’s no reason why SME owners can’t harness these same moves, (promoting unique brand USPs like Alba or marrying a founder’s image to a brand like Kylie), to appeal to their own respective audiences. Why not get brave and have a go?Share this story