Model and Social Media Mogul Hailey Bieber Partners with BareMinerals
Hailey Baldwin Bieber has recently gained attention for marrying singer-songwriter Justin Bieber; however, Hailey Bieber is much more than just a wife to the musician. Bieber is most well-known for her career as a fashion model after her debut walking the runway for Topshop in 2014, and she also works as an actress and an award show host. The multifaceted star has earned a significant following for herself on social media totaling up 27.5 million Instagram followers.
Bieber has worked and currently works with many companies, including Adidas and Levis as a brand ambassador. However, one of her most long-lasting and current partnerships is with the beauty brand BareMinerals. Bieber has been working with the cosmetic company since 2018 for their women’s empowerment fund known as The Power of Good and is one of the faces of the project. The purpose of this project is to raise money for charities that specialize in women’s education, mentorship and entrepreneurialism. 1% of every purchase made from BareMinerals will go towards just this through the Hopewell Fund. The purpose of this campaign is to encourage women to work to their best potential and to remind them that their purpose goes well-beyond what is inside of their makeup bags.
Bieber often posts photos of herself using BareMinerals products on her Instagram advertising the campaign. Some images feature her with no makeup on and some show her with a full face of products on. The main reason why I think that Bieber is such a good fit for this campaign is because she is very well-known for her clear skin and she is one of very few celebrities who can be spotted out of their houses with little to no makeup on and also posts photos to social media without any on. This encourages girls to feel beautiful in their own skin, which is a message of this campaign. Something I was able to spot on her Instagram is that her followers are constantly asking for her skincare routine, and she eventually made a video explaining it. People want to achieve her beautiful glowing skin, whether if be natural or not, which will also persuade people to purchase the makeup products that she uses, which is beneficial to the brands that she uses like BareMinerals.
Bieber is considered to be a celebrity influencer on social media, which typically would mean she has a massive reach, but with a low engagement. This also means that a company would have to pay her a significant amount of money to partner with her, so they believe that her exposure will be beneficial to their brand. Bieber’s engagement rate on Instagram is 2.49%, which is considered above average for someone who has greater than one million followers. Her average like per post is 694,744 and in the image featured above where she talks about her skincare, she received 1,625,616 likes and counting. This proves that her followers are very interested in all things beauty-related, which in my opinion is just another reason why she makes such a good fit for the BareMinerals campaign.
BareMinerals will be able to measure the success of their partnership by tracking the sales on the particular products that Hailey Bieber features in her sponsored posts. For example, one of her posts that was part of her paid partnership featured the hydra-smoothing lipstick in the shade titled “Willpower.” By tracking the number of sales of this particular product and even the specific shade around the time the image was posted may give an indication of how successful the post was. Another KPI (key performance indicator) may be how much money is donated to the Hopewell Fund on behalf of BareMinerals.
Hailey Bieber is only 23 years old, and it is clear from her many careers that she is a successful young woman. The purpose of this BareMinerals campaign is to encourage women to be their best selfs and to work to their highest potential in the entrepreneurial world. Hailey Bieber has and continues to do just that, making her an amazing fit for this campaign.