Short Version #RihannaNavy > #BeyHive
One might expect the most marketable celebrity to be one that isn’t widely known for marijuana use, nudity and shooting male co-stars in music videos. But Rihanna shatters the conservative glass ceiling with an authenticity that’s won over millions of loyal fans and many major brands. She does what she wants and wears whatever she wants, if she chooses to wear much at all.
She isn’t thirsty for approval or business deals, so when she works with a brand her fans know it comes from a genuine place.
Bad Girl Gone….A safe business bet?
Rihanna has been named the most marketable celebrity in the world, according to a new study released by the NPD Group, the top-ranking market research company. The Bad Gal artist holds a solid 30-point lead over the second most marketable celebrity, Beyoncé who only holds a two point lead over the tied third most marketable celebrities NeYo and Usher. #Shocker
Rihanna’s status as a controversial figure is one of the best things going for her. She’s able to work with brands and gain fans from both ends of the spectrum. This large base, known as the Rihanna Navy, is the most diverse consumer group and holds the most buying power than any other celebrity’s fan base. We bet that just stings the BeyHive!
The Ranking Process
According to NPD, a celebrity is considered to be a strong endorsement opportunity for a brand if the fans of that celebrity are at least 50 percent more likely to use the brand. “The endorsement score reflects the relative marketability of celebrities, based on the total number of brands for whom they would be a strong endorser.”
She has almost 3.7 times as many strong brand endorsement opportunities as the average big-name celebrity. The Rihanna Navy has “more distinctive brand preferences” than fans of any other big-name celebrity.
Her Selling Power
- Rihanna made us flip over her $100 Puma flip flops with the stylish fur trim. They sold out almost immediately!
- She is making Obama-esque moves at Dior as the first-ever black spokesperson for the fashion house. A big move for diversity within the fashion industry.
- Her highly anticipated beauty line, Fenty Beauty, reportedly reached a deal with the luxury conglomerate LVMH for an estimated $10 million.
- The launch of her first shoe with Puma, The Creeper, was extremely successful and most retailers sold out within hours or days.
- She inked an unprecedented $25 million deal with Samsung to sponsor her ANTI album and tour.
What this means for Brands
“We can now prove what has been suspected when making expensive sponsorship decisions, that celebrities are media properties in their own right, with audiences that have nuanced brand preferences.” Said NPD Group vice president Barbara Zack.
RiRi is changing the game. Representatives of Adele, the 27-year-old Hello From the Other Side songstress, are pushing Apple for a $30 million commitment to back her upcoming album and a possible world tour. Apple wouldn’t dare let the Samsung-Rihanna deal go unanswered would they? Based on the NPD results Adele didn’t make the top ten and could be asking for more than she can back up.
We will be keeping our eye out for an upcoming Apple-Adele partnership. But if you’re in the market for a celebrity then LMS can help. We aided the partnership between WTRMLN WTR and Beyonce.
Check us out to learn more!