Addison Rae's beauty line taken off the shelf at Sephora.

Is this the beginning of the end for creator brands?

TikTok megastar Addison Rae's Item Beauty has been taken off the shelf at Sephora, where it was previously retailing.

"Low sales" was the reason cited for this.

If one of the biggest creators in the world can't sell enough product in retail to justify shelf space, how the hell could anyone else?

Should other creators be worried?

Is this the beginning of the end for creator brands?

Eh, probably not.

But here's what it means, in my humble opinion:

Creators NEED to do a better job of, for lack of a better term, keeping their product in your face at all times.

Business Insider pointed out that the last time she posted about the brand on her personal page was on September 29, 2022.

Even celebrity brands constantly use the their personal platform to post about their product. It's what got them there in the first place.

Selena Gomez has posted 2x in the last month about her own line in Sephora, Rare Beauty, to her 370M Instagram followers.

This post got 3.6M likes. Not impressions. Likes.

Another A-lister, Justin Bieber seamlessly integrates his brand, Drew House, all over his Instagram. No CTA, no link - just him wearing the clothes.

Rihanna's Instagram is basically an ad page for SavageXFenty .

The takeaway may seem obvious: Post about your product.

But, it's deeper than that.

Creators need to find ways to integrate their product into the content that got them to where they are.

Example?

Mr. Beast and Feastables.

Here's what they did:

When Feastables launched, Mr. Beast built a fake Willy Wonka's Chocolate Factory -and shot a challenge video centered around the brand.

It currently has 150M views on YouTube.That's going to do you better than any billboard or paid media campaign can even dream of doing.

Oh, how I'd to see the Shopify backend that day.

The takeaways for creators here are the following:

That's all for today.

Tell 3 friends to tell 3 friends about the newsletter... if you know what I'm saying.

Talk soon,

Stewart The Koala