# Celebrity Curation Celebrities are curating specialized boxes for consumers during COVID-19. By [Kalin Ned](https://www.trendhunter.com/knedelch), Research Writer | Published Dec 5, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/celebrity-curation ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## 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. ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Sep 23, 2021 to May 16, 2022 - Published: Dec 5, 2020 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Curation](https://www.trendhunter.com/megatrend/curation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Examples of the Celebrity Curation trend 5 featured examples from Sep 23, 2021 to May 16, 2022. - [Celeb-Curated Snack Packs](https://www.trendhunter.com/trends/unbox-the-icons): Frito-Lay is Inviting Fans to "Unbox the Icons" with New Variety Packs (Category: Lifestyle) Implication: Snack food companies can create curated snack packs with different themes to target specific markets. - [Bespoke Luxury Beauty Bags](https://www.trendhunter.com/trends/huda-kattan): Huda Kattan Partnered with Ipsy to Create a Curated Cosmetic Bag (Category: Pop Culture) Implication: Subscription box companies can use this model to curate bags or boxes full of full-size beauty products for customers. - [Celeb-Curated Cocktail Kits](https://www.trendhunter.com/trends/cosmos-kit): The Cointreau Catching Up Over Cosmos Kit Was Made with Jessica Alba (Category: Pop Culture) Implication: Opportunities for beverage companies to collaborate with celebrities and offer convenient at-home cocktail kits for consumers to enjoy. - [Celebrity-Curated Glow-Promoting Beauty Sets](https://www.trendhunter.com/trends/the-sunshine-set): Biossance & Reese Witherspoon Curate The Sunshine Set (Category: Marketing) Implication: Companies within this industry can partner with celebrities to release special product lines, like curated beauty sets, to attract consumers and boost sales. - [Celebrity Beauty Brand Ambassadors](https://www.trendhunter.com/trends/glossier-x-olivia-rodrigo): Glossier Signs Olivia Rodrigo as a Long-Term Partner (Category: Pop Culture) Implication: 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. ## Themes within the Celebrity Curation trend ### Celebrity Curation Celebrities are partnering with brands to curate specialized boxes and experiences useful to individuals during the COVID-19 pandemic. ### Personalized Product Curation Curated product offerings tailored to customer needs and preferences through machine learning technology and celebrity collaborations. ### Limited Edition Gift Sets Brands are partnering with celebrities to introduce limited edition product gift sets that create engaging customer experiences. ## What the Celebrity Curation trend means for industry ### For 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 for Celebrity Curation Trend score 4.0 out of 10, from popularity 57%, activity 53%, freshness 11%. - Popularity: 57% - Activity: 53% - Freshness: 11% ## Recent trend clusters - [Occasion Coding](https://www.trendhunter.com/protrends/commemorative-watch-design) (Fashion) - [Ritual Assembly](https://www.trendhunter.com/protrends/fan-building-kits) (Pop Culture) - [Muted Motion](https://www.trendhunter.com/protrends/earth-tone-runners) (Fashion) - [Terrain Software](https://www.trendhunter.com/protrends/off-road-technology) (Autos) ## Trending in Marketing - [Cheeky Mobile Billboards](https://www.trendhunter.com/trends/cheeky-mobile-billboards) - [Korean-Inspired Convenience Menus](https://www.trendhunter.com/trends/korean-inspired-convenience-menus) - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Caviar-Inspired Collagen Eye Cream](https://www.trendhunter.com/trends/collagen-eye-cream) All articles: [Marketing](https://www.trendhunter.com/marketing)