Unpacking KILIAN Paris’ Celebrity Strategy

In our latest ‘Beauty & The Business of Community Building’ report, we reveal the essential steps to establishing a strong tiered talent strategy. One of these steps is how to leverage the magnetic appeal of celebrities and their fandom. 

In fact, in the midst of today’s social media era, where brands are constantly competing for attention, partnering with celebrities is a surefire way to generate immediate buzz. Celebrities possess undeniable star power and command highly engaged communities – or fandoms – who eagerly follow their footsteps and fervently purchase products by brands they endorse. A 2024 study by Kearny found that more than 50% of those with a fandom think about or engage with an endorsed product at least once per day. This provides a huge opportunity for brands to align with a distinctive celebrity and tap into its audience. But, more than reach, the type of A-listers your brand aligns with can instantly communicate your brand values to target audiences. 

In May this year, Karla Otto client KILIAN PARIS capitalised on the cultural gravitas of the  Cannes Film Festival to drive more visibility to their newly launched fragrance, Sunkissed Goddess. Their presence at the event generated a total of $4M EMV, according to Lefty data, becoming the third most impactful beauty brand activating at Cannes as a result. With an event steeped in celebrity culture and a guestlist of A-List stars including Kelly Rowland, Lucien Laviscount and Paris Jackson, the brand strategically cemented its presence within the celebrity landscape, inviting new fans into the KILIAN PARIS universe.

‘Built upon the Cognac heritage of our founder, Kilian Hennessy, and the spirit of nightlife, our brand strategically positions itself at key cultural events to reinforce our festive brand identity,’ said Catalina Gonzalez-Decker, Global Consumer Engagement Director at KILIAN Paris. ‘Over the past three years, there has been a significant acceleration in participating in these cultural moments. From Formula 1 races, the Grammy and Brit Awards, the Sanremo Festival and Paris Fashion Week, to the Cannes Film Festival, our growing presence at festive moments has helped to increase brand recognition and provide and solidify our DNA. The Cannes Film Festival especially represents a time of cinema celebration, aligning perfectly with our vision.’

On top of a star-studded event, the brand also had a reoccurring ‘KILIAN Bar’, a unique multi-sensorial experience which served signature cocktails inspired by the brand’s different fragrances and introduced guests of the Festival to the KILIAN PARIS brand in an engaging and memorable way. This helped forge new connections at a strategic event, where guest lists mainly include A-listers.

‘Our founder is dedicated to forming authentic relationships and fostering genuine connections,’ continued Gonzalez-Decker. ‘He personally hosts our brand parties [like the one at Cannes], so the talent selection is driven by a desire to showcase personalities that reflect our brand’s DNA – those who are musically inclined, charismatic, and unafraid to stand out. This approach ensures our events are not only fun but also a true representation of KILIAN Paris’ spirit and values.’

This authentic celebrity strategy was fruitful for the brand. ‘Our efforts in Cannes have yielded significant returns in terms of brand awareness and EMV,’ confirms Gonzalez-Decker. ‘Additionally, we’ve strengthened relationships, forming an exclusive and authentic club of celebrity talents and friends of the brand. This network enhances our brand’s prestige and visibility, ensuring sustained engagement and loyalty.’

Interested in building a strong celebrity strategy that aligns with your brand values? Reach out today to learn more about our VIP & Influencer services.