Ever since pulling in Hollywood celebrity Nicole Kidman as its global brand ambassador, Sera Labs has been on a steady growth trajectory. The actress is also the skincare company’s strategic business partner. Kidman owns company stock and is involved with the marketing and product development of Seratopical Revolution, which is a clean and plant-based skincare line.
As such, Avenir Wellness Solutions, Sera Lab’s parent company, recorded a surge in its revenue by 32.1% year-over-year in the third quarter of $1.8 million. It had around $8 million in sales in 2022.
Nancy Duitch, founder of Sera Labs and CEO of Avenir Wellness Solutions, said Kidman loves their products. “She actually used one of our products when she broke her ankle a couple of years ago. She really wants to own a piece of a business that she believes in.” The Bombshell actress has appeared in a number of ad campaigns and social media posts for the brand. And in a video that garnered more than 350,000 views from Harper’s Bazaar in 2021, Kidman had featured three products from Sera Labs such as the Clarity foaming cleanser.
Celebrity Power Equals Brand Power
Sera Labs also took advantage of the 95th Academy Awards and also roped in Kelsey Deenihan, Kidman’s long-term celebrity makeup artist, and pitched a behind-the-scenes look at how the actress was preparing for the Oscars to popular publications like ‘Hollywood Life’, featuring Seratopical Revolution products. Seratopical Revolution sold $20,000 worth of products, 24-hours after Kidman walked the red carpet. And about three days later, the skincare company received over $60,000 worth of orders.
Kimberley Ring Allen, founder of Ring Communications, believes having a celebrity partner that has a stake in the company makes promotional campaigns appear more authentic because they are not just paid per post. She highlighted that they stopped trusting influencers when they were just posting a flat picture because it was clear that they got paid to post it. Allen explained that when you’ve got somebody who’s invested in the company or is actually using the products or generating sales for the company, it makes more sense for the brands to work with them.
