The Best and Worst Celebrity Brand Collaborations

I don’t know about you but if I see one more celebrity launch their own skincare or makeup line…I will scream! 

It all seems very saturated and almost like they’re all trying to cash in on a trend.  Whilst this had been a predictable cycle for many Hollywood celebrities with the aim of still trying to remain relevant today, another hit or miss phenomenon seems to be the celebrity brand partnerships. 

The right collaboration boots credibility, sales and cultural relevance but the wrong ones can feel forced, inauthentic or completely out of place – in other words, you’re left wondering…’have they even read the room?’.

So, without further delay, let’s investigate some of the best and worst celebrity brand collaborations:

Top Best ones:

1.        Rihanna X Fenty Beauty

When Rihanna launched Fenty Beauty in 2017, she didn’t just introduce another celebrity makeup line…she changed the beauty industry forever.  With inclusivity at the core, Rihanna revolutionized cosmetic products – launching the brand with a groundbreaking 40 shade (now 50) foundation range.  It became a new industry standard proving that authenticity and innovation are key.  Major brands such as Dior and Estée Lauder sprinted to expand their shade ranges in response, something now known as “The Fenty Effect”.  Rihanna was so deeply involved in the brand, from shade development to campaign messaging. She was both the face and the creative force behind it. 

2.        Skims X Nike

Ok Skims is not really a celebrity but it’s basically Kim Kardashian and teaming up with Nike, has been a genius move in terms of publicity and excitement.  Like most things Kim Kardashian touches, the news about the NikeSkims announcement created a massive buzz.  Within 24 hours, Nike’s share price rose 6.2%, adding $6.7 billion to its market value.  A line of training clothing, footwear and accessories are set to be launched with plans for NikeSkims to be expanded globally in 2026.  The stakes are high for Nike – the world’s biggest sportswear company, which has struggled in recent time with fresh products and to appeal to a female demographic like rivals Lululemon and Alo Yoga.

3.        George Clooney X Nespresso

Probably one of the most iconic celebrity brand partnerships must be the collaboration between George Clooney and Nespresso.  His charismatic presence alongside the tagline, “Nespresso, what else?” is an institution now.  Clooney’s sophisticated, international image aligned perfectly with the luxury coffee brand, making the collaboration a global success.  Totally, 100% on brand for Clooney.

Top Worst ones:

1.        Blake Lively X Blake Brown

Blake Lively’s entry into the hair care industry with her brand Blake Brown, which was widely anticipated, failed to make a lasting impact and its rollout has been riddled with controversy (which seems to be on brand for her right now).  Many questioned the authenticity of her venture into hair care.  While she is undeniably a beauty icon, her lack of formal training or expertise in the hair care industry led many to wonder if this was more of a celerity cash gran than a genuine product line.  The skepticism was amplified with the release of her film, “It Ends With Us”, a movie about domestic violence - as a promotional tool for Blake Brown.  The disconnect between the film’s heavy subject matter and the lighthearted nature of a beauty brand left many consumers feeling uncomfortable and questioning the motive of the campaign.

2.        Kendall Jenner X Pepsi

I think the Kendall Jenner and Pepsi collaboration/ad campaign in 2017 was probably one of the most PR blunders and tone-deaf disasters of recent times.  What should have been a celebration of unity and peace turned into a PR disaster that triggered widespread backlash and highlighted the dangers of tone-deaf communication.  The ad triggered a profound lack of understanding of the issues it attempted to engage with and instead trivialized social justice movements, particularly the Black Lives Matter movement.  In the eyes of many, the campaign showed a complete disregard for the serious work done by activists fighting for racial justice and instead used the imagery of protest to sell sugary beverages.

3.        U2 X Apple

Even if a collaboration seems like a match made in heaven, things can always go wrong.  Take for example, U2 - one of the world’s biggest bands and Apple - a true tech-industry leader who thought in 2014, giving a free music album to people would be widely celebrated and appreciated.  Sadly, for them, they were wrong.  When Apple launched the new iPhone 6, they negotiated a PR deal with U2 to have the band’s new album – “Songs of Innocence” downloaded for free on 500 million iTunes accounts.   It resulted in the ultimate backlash for the band and Apple who found out $100 million later, that not everyone wants an album being forced on them, even if it is U2.  Adding fuel to the fire, the album could not be deleted which caused even more frustration with the millions of iTunes subscribers.  Apple eventually got the message and created a website to allow customers to remove Songs of Innocence from their devices.