Celebrity brands always enter the market with noise. A famous face, millions of followers, and big PR campaigns create the feeling that the brand is guaranteed to win. But after the initial excitement settles, many celebrity brands quietly slow down, lose customers, and eventually disappear. The truth is simple: a celebrity name can help a brand launch, but it cannot help it survive.
The biggest reason celebrity brands fail is lack of product uniqueness. Customers today are very smart. They don’t buy because of glamour; they buy because a product works. When a celebrity launches a perfume, lipstick, or clothing line that looks similar to everything already available, people try it once and don’t return. Without repeat buyers, no brand can stay in the market for long.
Another major issue is limited involvement from celebrities. Many stars introduce their brand, post a few campaign pictures, and then step away. When celebrities are not genuinely involved in product development, quality, or customer experience, the brand starts to feel fake. Customers can sense when the celebrity doesn’t actually use the product.
This is where the difference becomes clear.
Deepika Padukone’s 82°E works because she is personally involved, the brand has a clear purpose (wellness + skincare discipline), and the products feel aligned with her real lifestyle. On the other hand, several other celebrity brands fade because they depend only on hype, not on quality or strategy.
Celebrity brands also struggle because followers are not the same as customers. A celebrity may have millions of fans, but that doesn’t mean they will buy the product. People follow celebrities for entertainment, not for shopping guidance. When the fanbase does not match the brand’s actual target audience, the brand ends up with attention but not sales.
Finally, small D2C brands are moving faster. They launch new products quickly, listen to customer feedback, and improve constantly. Celebrity brands, with bigger teams and slower processes, often fail to keep up with changing trends.
In simple words:
A celebrity can make people look at a brand, but only a good product can make people stay. Most celebrity brands die because they forget that customers are not buying fame they are buying value.
BY- RINAL RATHI
