If you watch tons of makeup tutorials on Youtube, you must be familiar with the beauty guru who always starts his video with “Hi Sisters!”. Yes you guessed it right, it’s James Charles! This 19 years old beauty influencer has just launched a collection with Morphe Brushes last week.
The collaboration consisted of a brush set and a palette.”The James Charles” palette retailed for $39, while the brush set retailed for $149. Fans were able to purchase online on the Morphe Website on November 13th and in Ulta Beauty stores on November 16th. James tweeted on November 13th, how he was amazed by the fact that the entire collection was sold out, making it the biggest sales day in Morphe Brushes history. In the United Kingdom, the palette was sold out in just 5 minutes.
OFFICIALLY SISTER SOLD OUT OF THE ENTIRE COLLECTION. 🌈
THANK YOU SO MUCH. 💞 It’s been the BIGGEST sales day in @MorpheBrushes history & I am so grateful and cannot wait for you all to have the palette & brushes in your hands to #unleashyourinnerartist!!!! pic.twitter.com/56NCmDAfIN
— James Charles (@jamescharles) November 14, 2018
To promote the collaboration on social media, James and Morphe Brushes use the hashtag #UnleashYourInnerArtist, #MorphexJamesCharles and #JamesCharlesxMorphe. The hashtag #UnleashYourInnerArtist has been used on 16,813 posts on Instagram, while #MorphexJamesCharles and #JamesCharlesxMorphe generated more than 6,528 posts and 2,896 posts.
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JAMES CHARLES x @morphebrushes 💞🌈 Full reveal is now up and live. I have never been more proud of anything in my entire life and I can’t wait for all of you to #unleashyourinnerartist ☺️ love you all ___ 🎨 Makeup by ME bitch 🎬 Produced by ME 🎥 Video by @jonsams 🎶 Music by myself, @anthonygargiula & @brennadamico at @endvrstudiosla
I analyzed the hashtag #UnleashYourInnerArtist using Popular Chips analytic platform, and it shows that this hashtag generates more than 18.7 million total engagement since the beginning of November up until the 19th.
I also analyzed the hashtag #MorphexJamesCharles and #JamesCharlesxMorphe. If you take a look at the chart below, you can see there is a peak on the 16th, this could be because the customers just purchase the palette from Ulta (as it started to be available to purchase on that day) and then they uploaded a makeup look using the palette on Instagram. The hashtags get more than 1.7 million engagement in total.
Not only James’s fans, but there are also a lot of influencers who posted a picture of them using the palette as a form of support, such as Tati Westbrook, Nyma Tang, and Nicol Concilio. On the caption, the influencers are using the hashtags that I mentioned before.
So, since this collaboration is a successful one, I wonder which brand will collaborate with James Charles next!