Friday, June 14, 2019

HipDot Studios to Launch SpongeBob SquarePants Beauty Line

SpongeBob SquarePants Is The Newest Beauty Influencer

When you think about beauty influencers, you probably don’t think of SpongeBob SquarePants at first.


SpongeBob SquarePants has a new beauty line. Pictured: Eyeshadow Palette. Credit: HipDot Studios

This won’t be the case for much longer, however, as the iconic cartoon character has an exclusive line of direct-to-consumer beauty products rolling out, thanks to a new partnership with HipDot Studios!

The HipDot Studios SpongeBob line will offer premium beauty products inspired by characters and will feature a palette, blush bronzer, lip glosses, and face masks that play on the iconic colors of the show.

This launch comes along with the introduction of HipDot Studios, a platform which helps influencers create and launch their own beauty brands. Founded by Jeff Sellinger, Sam Lim, and Mo Winter, this startup recently raised $2.5 million in funding from Founders Fund, Foundation Capital and Ludlow Ventures and brings together a team with experience at beauty brands like Milk Makeup, Kat Von D Beauty, and Lorac.

As part of the platform’s launch, they chose pop culture icon SpongeBob SquarePants as their first influencer partnership.

Why SpongeBob? Why not to partner with an influencer or celebrity who was already embedded in the beauty community? Also: He’s a cartoon character...who doesn’t wear makeup.

Sam Lim, one of HipDot’s Co-founders and Chief Creative Officer, shared with Forbes that SpongeBob actually did wear makeup once on the show. “True fans will remember the episode where he wears a sheer blue lipstick called 'Coral No. 5,' which we made as part of our lip gloss trio,” she explained.


The rest of the collection, however, is less about actually looking like SpongeBob and more about the ethos of the show, which focuses on imagination, joy, and creativity.

Born from a relationship between HipDot Studios and Viacom Nickelodeon Consumer Products (VNCP), the two companies saw a unique opportunity for synergy and a chance to leverage a recognizable figure with a well-established brand that was also celebrating its 20th anniversary.

SpongeBob has influenced everything from fashion to art to the Internet over the past two decades, so it makes sense for him to take over the beauty world as well,” said Priya Mukhedkar, Vice President (VP) of Packaged Goods at Viacom Nickelodeon Consumer Products.

Buzz is also something SpongeBob has that the brand wanted to tap into. Lim shared that their research showed SpongeBob is mentioned every four seconds on social media and has a social fan base of almost 120 million people, two-thirds of which are over the age of eighteen.

But that’s not all. When the HipDot team did a social listening analysis and cross-checked both celebrities and influencers in the beauty community, they found many had posted about SpongeBob within the past year.

“SpongeBob is also garnering quite a bit of ‘cool kid’ street cred for himself lately,” Lim said. “A SpongeBob KAWS painting just sold for $6 million, Vogue put SpongeBob in the background of Kim Kardashian's shoot, and Travis Scott featured him during his halftime show at the Super Bowl.”

It wasn’t just social mentions that solidified the partnership, however. Studying memes has also been a large part of the platform’s launch strategy. HipDot found that memes are one of the most popular ways fans interact with SpongeBob, and utilizing a custom meme campaign presented a way for them to virally extend their target audience.

Tapping into the power of memes as a form of advertising isn’t a new idea, but it does appear to be an effective new way to connect with audiences. From a scientific perspective, research shows memes help make ideas and marketing campaigns more “sticky” or memorable, thus making it a wise approach, especially considering SpongeBob's existing popularity within modern meme culture.

So what’s ahead for this new platform after the SpongeBob product launch? HipDot Studios plans to partner with more influencers, both human and virtual, to roll out additional beauty product lines.

They see the future of beauty being built by the influencer demographic because of the influence they have on beauty purchase decision-making. Their market research showed as much as 65% of Gen Z buyers make their beauty purchase decisions based on social media content.

The fee structure for these partnerships will be organized as licensing deals, but in some cases they may be constructed as joint ventures.

“Specific deal terms are always confidential, but the opportunity to create a new brand can often provide far more upside than what influencers are being paid for social marketing or traditional endorsement deals,” said Jeff Sellinger, Co-founder and CEO at HipDot Studios. “Why take a check for a few million dollars when you can create a brand potentially worth hundreds of millions?”

As the platform is just rolling out, it’s still too soon to tell how fruitful these partnerships will be. However, looking to success stories of top influencers like Kylie Jenner launching thriving, multi-billion dollar beauty brands, it does pose an interesting avenue for beauty influencers to explore.

The HipDot Studios SpongeBob line forms part of the "Best Year Ever", Nickelodeon's year-long global celebration commemorating 20 years of SpongeBob SquarePants, one of the most iconic TV series and characters ever created. The “Best Year Ever” includes with the premiere of “SpongeBob’s Big Birthday Blowout,” an original mixed live-action and animated special, and leads up to the Paramount Pictures and Nickelodeon Movies theatrical, The SpongeBob Movie: It's a Wonderful Sponge, coming summer 2020.

From Elite Daily:

The HipDot x SpongeBob Collection Is The Best Thing Since The Invention Of The Krabby Patty

Who lives in a pineapple under the sea and is about to have their own makeup and skincare collection in honor of their 20th anniversary? SpongeBob Squarepants. I know what you're probably thinking, "Wait, what? SpongeBob makeup?" or even "SpongeBob is about to be 20 years old?" And the answer to both of those is "Yes." The HipDot x SpongeBob Collection is set to launch next month on Wednesday, July 17 exclusively on HipDot.com so prepare to take your love for the yellow sponge to the next level.

In a press release sent to Elite Daily, HipDot Studios, an incubator platform for influencers to create their own beauty brands, revealed that they would be releasing a makeup and skincare collection in honor of the cartoon's 20th anniversary. The HipDot x SpongeBob collection will include an eyeshadow palette, a blush bronzer, lip glosses, and sheet masks that are inspired by the show's characters, color schemes, and personalities.

It's worth noting that all HipDot products are cruelty-free and free of things like parabens, talc, petroleum, and phalates. And while the brand didn't reveal too many details about the new collection, they did give a sneak peak of the hero product: the 15-pan eyeshadow palette.

The palette features a range of vibrant hues in matte, shimmer, and metallic finishes that are perfect for creating those bold, bright summertime looks. The eyeshadow palette includes shades like "Bikini Bottom Blue," a light blue metallic, "Wumbo," a cotton candy pink matte, and "Jumpin' Jellyfish," a peachy pink shimmer. So basically, there's a shade that represents and is inspired by every creature in Bikini Bottom.

While HipDot hasn't yet shared the cost of any of the products, their other products are moderately priced with eyeshadow palettes costing $30 and lip glosses costing $12, so I imagine the products in the SpongeBob collection will cost around the same. Which means you won't have to sell a ton of Krabby Patties to be able to afford the products in the new collection.


In addition to the makeup producs in the collection, HipDot shared that there will be a selection of sheet masks holding down the skincare section, and I for one, am very excited. While, again, there are few details surrounding how many sheet masks there will be or what they will look like, my fingers are crossed that the sheet masks will double as character masks with Spongebob's, Patrick's, and Squidward's, and other characters faces illustrated across the front of the masks.

If you're a serious fan of all things SpongeBob, Bikini Bottom, and The Chum Bucket, then I recommend keeping a close eye on HipDot's website so you can cop this new collection as soon as it launches on July 17. Considering the collection is limited edition, you'll want to get your hands on all of the new drops before they sell out — which, let's face it, they probably will sell out super fast. Because I mean, who doesn't want to add SpongeBob-inspired makeup to their makeup collection to liven things up a bit?

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From Allure:

A SpongeBob SquarePants Makeup Collection Is Coming — and It’s Surprisingly Wearable

This epic collection comes in celebration of the 20th anniversary of Nickelodeon's beloved cartoon character.

Listen up folks, or more specifically, SpongeBob fans: Your Friday is about to get way better. We've just got wind that a SpongeBob SquarePants beauty collection is coming to town, and it's just as epic as you'd expect. The collection comes courtesy of HipDot Studios, an incubator platform that works with influencers to create their own makeup collections. (Is SpongeBob an influencer? Sure, why not.)

Now for the details: The collection is actually set to include both makeup and skin-care items, including an eye shadow palette, a blush-and-bronzer duo, a trio of lip glosses, and a sheet mask, all of which are inspired by the show's iconic characters. What's more, a brand rep for HipDot Studios tells Allure that everything in the collection is vegan and cruelty-free, meaning any SpongeBob fan can use these products without worrying about animal by-products in cosmetics.

Additionally, while HipDot is unable to spill all the details, it did let us in on one secret regarding the lip glosses. "True fans will remember the episode where SpongeBob actually wears a sheer blue lipstick called Coral No. 5. This moment actually inspired one of the lip glosses in the collection," a rep tells Allure via email.

Now, HipDot isn't just releasing a SpongeBob-themed collection randomly. The collection comes as a celebration of the character's 20th anniversary and will drop on July 17. The only caveat? It will be limited-edition so you'll need to snag it before it sells out (and it will). You'll be able to score the eye shadow as well as the rest of the products on hipdot.com.

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More Nick: Nickelodeon Reveals First Look at SpongeBob SquarePants’ Voice Cast as Human Versions of Their Characters in 'SpongeBob SquarePants', “SpongeBob’s Big Birthday Blowout” Mixed Live-Action/Animated Special!

Originally published: Wednesday, June 12, 2019.

Additional source: Google.co.uk.
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