By Madison Reuter
Jeffree Star and Shane Dawson have created what could be recognized as beauty’s biggest collab. The two friends launched an entire makeup and merch collection through Jeffree Star Cosmetics, inspired by Shane Dawson and his entire social media career. Beauty lovers across the world logged onto Jeffree Star Cosmetics on November 1st, to try to purchase the collection, with fingers crossed that it wouldn’t sell out before they could get it. This launch was anticipated to be record-breaking, and it definitely lived up to that expectation, selling out over one million units in under 30 minutes, while crashing the website in the process.
What made this launch extra personal and special for fans and consumers, was the YouTube series released by Shane, in the weeks leading up to the launch of the collection. As for makeup lovers, we tend to collect products that have sentimental value and creative background. Releasing the series before the collection, gave fans a behind the scenes peek at all of the hard work and dedication the two friends devoted to the launch. For the first time as consumers, we were able to get an inside look at the entire process from creating an idea, all the way up to the launch date.
From the inside information given to the added on emotional factors, fans could not wait to get their hands on this collection. Not only is the quality of the products outstanding, but the personality within the collection gives that special touch that many other brands haven’t brought to the table.
This collection includes two different palettes, the Mini Controversy, and the Conspiracy Palette, a lip balm and clear gloss, liquid lipstick, makeup bags, a pig handheld mirror, tracksuits, and side bags, all of which have completely sold out. This is a launch the beauty community will never forget and has set high standards for product launches in the future. The Conspiracy Collection gives you the artistic freedom to write your own story with every look you create.
madison_reuter@fitnyc.edu
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