Glitter Freckles Co-Founder In Tears When Taylor Swift Wore The Beauty Patches To A Chiefs Game And Boosted Their Sales 2500%
Will Swifties "make the whole place shimmer" during the US leg of The Eras Tour?
Taylor Swift is on a two-month break from her historic Eras Tour, but her undeniable impact is never on pause. The pop superstar's look during the Kansas City Chiefs vs. New Orleans Saints game went viral and skyrocketed a small business's sales by more than 2000%!
The spotlight was already on Taylor and her boyfriend, Travis Kelce, after she missed two of his games. Rumors about their separation evaporated when the singer attended the October 7th game clad in plaid to cheer on her beau.
Eagle-eyed Swifties quickly noticed that Taylor was not sporting her signature makeup. The departure from her iconic matte red lipstick to a vibrant, glossy one was perfectly complemented by the unmissable shimmering freckles smattered across her cheeks.
Fans of the singer wanted to know what Taylor's new look meant. Beyond that, they began sleuthing about the origins of her eye-catching glitter freckles that adorned her face.
It didn't take long before the co-founder of the freckles brand saw the buzz and confirmed that Taylor's freckles were from her startup, Fazit. Aliett Butts chronicled in real time how the "Taylor Swift Effect" had impacted her business and shared it with her followers.
Aliett was emotional in one video when she learned about her company's glitter patches being a prominent part of the superstar's ensemble. However, she didn't have much time to process Taylor's shine on her business before orders started pouring in!
Swifties even narrowed it down to what specific faux freckle patch Taylor wore!
X: @ThrowbackTaylor | @imalltoowellThey were even renamed "Gold Fortnight Glitter" for some time to pay homage to one of Taylor's songs from The Tortured Poets Department album.
X: @ThrowbackTaylorFazit co-founder, Aliett Butts, was tuned in to the Chiefs vs. Saints game and spotted Taylor sporting her beauty patch in real time!
TikTok: @aliettbutts
The Power of Influencer Marketing
Taylor Swift's endorsement of Glitter Freckles exemplifies the transformative power of influencer marketing. According to Cal Newport, a productivity expert, such moments can create significant spikes in sales due to the combined effects of celebrity influence and social media reach.
Newport emphasizes that brands can harness this by strategically collaborating with influencers who resonate with their target audience. It’s not just about the celebrity; it’s about authenticity and connection with the brand's ethos.
Experts suggest that brands like Glitter Freckles can further enhance their strategies by diversifying their marketing channels. Online courses and workshops led by marketing professionals can provide insights into building a robust brand.
Utilizing platforms like webinars or social media panels can educate consumers about product benefits while engaging them actively. It’s about creating a community that values the brand beyond just a fleeting trend.
Aliett couldn't quite believe that all her hard work had paid off. She said in one video that she and her business partner, Nina, watched as their friends made money and climbed the corporate ladder while they worked on their business.
TikTok: @aliettbutts
She added that while they never doubted their brand would "make it," having Taylor's validation was unreal. She tearfully showed her gratitude and said, "Taylor Swift, of all people, wearing my products at the Chiefs' game right before her tour — like, I couldn't dream of a more amazing day in my career."
TikTok: @aliettbutts
Fazit reported an incredible 2500% increase in sales within 13 hours after Taylor wore the beauty patches!
TikTok: @aliettbutts
Dr. Jonathan Haidt, a social psychologist, notes that social media platforms amplify trends quickly, making celebrity endorsements particularly impactful. His research on social dynamics indicates that consumers often model their behaviors on public figures.
When a beloved celebrity like Swift showcases a product, it creates a ripple effect, encouraging fans to emulate that style. This phenomenon highlights the importance of aligning a brand with values that resonate with a target audience for sustainable success.
They have fulfilled 40,000 shipments since the superstar directed her shine on them!
TikTok: @aliettbutts
A 64-year-old customer of Fazit even encouraged people her age to "wear the glitter freckles!" because life is too short to make the fun patches exclusive to the younger generation.
TikTok: @fazitbeauty
Fazit has been featured in countless articles from Glamour, Vogue, Billboard, Variety, and Allure!
TikTok: @fazitbeauty
Navigating the Fame Game
In light of the immense publicity surrounding Taylor Swift, brands must navigate fame wisely. Business executive Indra Nooyi suggests that companies should prepare for both opportunities and challenges that come with sudden attention.
She advises businesses to have robust customer service and logistics ready to manage increased demand and ensure quality remains high. It’s essential to maintain brand integrity even during explosive growth periods.
They also made their national TV debut on CBS News and Inside Edition!
TikTok: @fazitbeauty
But Aliett revealed that Taylor wearing her brand's glitter faux freckles was not a coincidence; she may have manifested it! She sent Taylor's makeup artist, Lorrie Turk, some patches when they launched in April and hoped to see them on the superstar someday.
TikTok: @aliettbutts
The brand's success is borne from their remote team's hard work. Aliett surprised their social media strategist with tickets to the US leg of The Eras Tour. It's the perfect culmination of their startup's triumph!
TikTok: @aliettbutts
Marketing expert James Clear recommends that small businesses leverage moments of serendipity, like Swift’s endorsement, to build deeper customer relationships. Clear emphasizes the need for brands to engage with their audience authentically and consistently to foster loyalty.
This can include personalized marketing efforts, such as targeted emails or social media interactions, that reinforce the community aspect of the brand and encourage repeat purchases.
Aliett assured their customers she would find a way to reduce international shipping costs and even hinted at meeting with indie and major retailers to increase their reach!
meriocean
Fazit had a loyal "cult" following even before Taylor wore them, who immediately recognized they were the company's product when they saw the singer at the game.
Kim
True to their mission, their beauty patches are making everyone, even little girls, "feel seen and empowered."
Meatloaf
The Role of Emotional Connection
Dr. Lisa Feldman Barrett, an emotion researcher, points out that emotional connections significantly impact consumer behavior. When consumers feel a personal connection to a product, they are more likely to purchase it.
Barrett suggests brands tap into storytelling, creating narratives that resonate with their audience's experiences. This emotional engagement can be a game-changer in customer retention and brand loyalty, especially when a product is associated with a positive experience like a celebrity sighting.
As Taylor Swift gears up for her sold-out tour, Fazit and its founders are basking in the afterglow of her effect on their small business. They are in the successful era of their startup, and only time will tell what they come up with next!
Fazit’s meteoric rise is not the first time a brand has experienced the "Taylor Swift Effect." Cassie Ho (Blogilates) and her activewear brand, POPFLEX, received the star's stamp of approval when she wore several pieces for her music video and reel!
Research-Based Understanding
As the influence of celebrities like Taylor Swift continues to shape consumer behavior, brands must adapt their strategies to maximize these opportunities. Research indicates that emotional engagement and authentic storytelling are crucial in building lasting connections with customers.
By leveraging expert insights from leaders in marketing and psychology, businesses can navigate the complexities of rapid growth while maintaining their core values. The key lies in creating a resonant narrative that transcends mere popularity, fostering loyalty and community among consumers.
