Category
Fashion
Occasion Coding
Trend cluster
Category
Celebrity
Curation
Celebrities are curating specialized boxes for consumers during COVID-19.
4.0
Trend score
What's Happening
What is the Celebrity Curation trend?
Celebrity Curation: In order to connect with their fan base, celebrities are partnering up with brands and curating specialized boxes and experiences that are useful to individuals during the COVID-19 pandemic—from fitness programs to grooming or snack boxes.
Insight
The consumer insight behind the Celebrity Curation trend
Consumers are doing their best to help flatten the curve of the COVID-19 pandemic by staying at home and maintaining social distancing. For many, shopping online is the better or the only option—whether it's for essentials or something necessary for a daily routine. Individuals often find it difficult to gauge a product virtually, void of the in-store shopping experience support, and as a result, are turning to the advice of people whose opinion they trust.
Evidence
Examples of the Celebrity Curation trend
CategoryLifestyle
Celeb-Curated Snack Packs
Frito-Lay is Inviting Fans to "Unbox the Icons" with New Variety Packs
Snack food companies can create curated snack packs with different themes to target specific markets.
CategoryPop Culture
Bespoke Luxury Beauty Bags
Huda Kattan Partnered with Ipsy to Create a Curated Cosmetic Bag
Subscription box companies can use this model to curate bags or boxes full of full-size beauty products for customers.
CategoryPop Culture
Celeb-Curated Cocktail Kits
The Cointreau Catching Up Over Cosmos Kit Was Made with Jessica Alba
Opportunities for beverage companies to collaborate with celebrities and offer convenient at-home cocktail kits for consumers to enjoy.
CategoryMarketing
Celebrity-Curated Glow-Promoting Beauty Sets
Biossance & Reese Witherspoon Curate The Sunshine Set
Companies within this industry can partner with celebrities to release special product lines, like curated beauty sets, to attract consumers and boost sales.
CategoryPop Culture
Celebrity Beauty Brand Ambassadors
Glossier Signs Olivia Rodrigo as a Long-Term Partner
Partnering with celebrities in the beauty industry can result in disruptive innovation opportunities for product development, promotion, and marketing campaigns.
Workshop question
Conceptualize a brand collaboration with a celebrity during COVID-19.
Trend themes
Themes within the Celebrity Curation trend
Three behaviours holding the trend together01
Celebrity Curation
Celebrities are partnering with brands to curate specialized boxes and experiences useful to individuals during the COVID-19 pandemic.
02
Personalized Product Curation
Curated product offerings tailored to customer needs and preferences through machine learning technology and celebrity collaborations.
03
Limited Edition Gift Sets
Brands are partnering with celebrities to introduce limited edition product gift sets that create engaging customer experiences.
Industry implications
What the Celebrity Curation trend means for industry
Where the trend changes the playbookFor
Beauty
Beauty brands can collaborate with celebrities to curate personalized product offerings using AI technology.
For
Food and Beverage
Food and beverage brands have an opportunity to introduce limited edition snack packs curated by celebrities for a more engaging customer experience.
For
Retail
Retailers can create customer loyalty and drive sales by partnering with celebrities to introduce personalized, limited-edition gift sets.
Trend signals
Trend signals for Celebrity Curation
Trend score 4.0 out of 10, from popularity 57%, activity 53%, freshness 11%.
Popularity57%
Activity53%
Freshness11%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
