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What Cardi B’s Bardi Beauty Needs to Be a Success

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Cardi B showing off her Reebok's (via @iamcardib)

by Dan Runcie

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According to TMZ, Cardi’s company Washpoppin Inc filed the Bardi Beauty trademark to sell cosmetics, fragrances, hair, skin, and nail products.

The Cardi B stimulus. Cardi’s influence in luxury fashion is legit. In 2017, her ‘red bottoms, bloody shoes’ line in “Bodak Yellow” line created $4.5 million in earned media and 217% jump in searches for Christian Louboutin shoes. Her line about Balenciagas (the ones that look like socks) led to her deal with the luxury brand. That Cardi B name drop is a stimulus check for the right brand.

In a recent XXL interview, Cardi says she wants to be part of that “big number” in her deals, not just the $2 million, $3 million checks she’s often offered. That “big number” is a royalty check that comes from owning brands like Yeezy or Fenty. That’s where she’s likely going with Bardi Beauty. But influencer marketing and building new brands are two different games.

Celebrity status is not enough. Look at Rihanna. In 2016 she was the most marketable celebrity, but that’s not why Fenty Beauty and Savage X Fenty succeeded. Both brands found product-market fit. They serve the underserved with inclusive and affordable products. Meanwhile, Fenty’s LVMH brand was shut down because it never found that fit. Rihanna’s top marketability wasn’t enough to sell those $870 hoodies.

Bardi Beauty will rely on Cardi B’s brand, which is about women owning their sexuality, authenticity, and luxury. Shock value is her currency. But Bardi Beauty needs more than that. Her Reebok collab has left a lot to be desired as Mike Sykes from Kicks You Wear pointed out in November. According to Cardi, last week’s Reebok drop has “sold out quickly.” But sellouts are a function of supply, and this is a limited drop culture. It’s hard to evaluate the real impact until we see some numbers.

Bardi Beauty will be most successful if it leans in to what makes Cardi Cardi, and still makes a name for itself.

Read more about Cardi B in her XXL Magazine Interview.

Dan Runcie

Dan Runcie

Founder of Trapital

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