Why more celebrity-led brands are shutting down
Celebrity-backed brands, once seen as surefire bets due to their founders’ built-in audiences, are increasingly facing a reality check.
More celebrity-led brands are shutting down, a trend highlighted by the recent closures of Mas+ and Unwell. Mas+, a hydration drink launched shortly before the 2022 World Cup featuring Lionel Messi, ceased operations within two years of its debut. Unwell, an electrolyte, energy, and protein drink line created by influencer and podcaster Alex Cooper, announced its fall discontinuation following the introduction of Halloween-themed flavors.
These high-profile brand failures, once considered shrewd investments due to the founders' famous followers, now signal a shift as the market develops and consumer interest wanes. The exits of Mas+ and Unwell illustrate a significant gap between market demand and the rising creator-led business model. For more insights, read the full article on digiday.com.
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- Why more celebrity-led brands are shutting down modernretail.co
