Stamping a celebrity’s name on a product isn’t what it used to be.
Today, celebrities actually have a hand in designing and developing the product
they put their name on. This branding technique has already sold millions of
products worldwide. A new tech company is capitalizing on this trend and is
enlisting A-list celebrities and partnering them up with designers to create
exclusive products to be sold on their website.
BeachMint, founded in 2010,
is the brainchild of MySpace co-founder Josh Berman and Diego Berdakin.
BeachMint offers its customers various brands associated with great designers
and famous celebrities. Examples of these collaborations are JewelMint, which
brings together celebrity stylist Cher Coulter and actress Kate Bosworth,
StyleMint with the Olsen Twins, BeautyMint which partners up skincare expert
Nerida Joy with singer Jessica Simpson, and ShoeMint which gives us Rachel
Bilson and stylist Nicole Chavez collaborating with Steve Madden. Their latest
brand is a home furnishing line with Justin Timberlake as its celebrity
designer and endorser.
This new approach to social commerce has brought in millions of fans
and customers. It’s not a surprise that Entrepreneur.com named BeachMint as one
of 2012’s 100 Brilliant
Companies.
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