Morphe's rise in Social Media
- Shelby
- Mar 7, 2019
- 2 min read
Welcome back,
I asked recently on my twitter (follow here) about what brand you want me to talk about next, and the majority wanted me to speak about Morphe and their use of social media, so that's the topic for today's post.
Morphe was founded in 2008 in Los Angeles and has grown to fame ever since they are a very inclusive brand which focuses on "killer makeup without killing their wallet" (source). Morphe is very much a social media focused brand, as this is there only form of promotion.
Since the online presence of Morphe is very well established it only made sense for them to carry that through into a retail format; In 2018 Morphe announced the launch of their first European store in Westfield, London (source), and recently opened another one in Birmingham which has been an enormous success. The in-store experience from a customers point of view is just how you expect it to be and more, it's a very welcoming and friendly atmosphere, but the layout of the store is so unique; you have room to browse and talk your time.
(Source - Morphe Instagram)
It hasn't gone unnoticed how popular Morphe are on social media, they are also a brand that focuses very heavily on social media influencing, and has done wonders for the brand in terms of market reach and brand awareness. They focus heavily on artistry make-up which is very evident in some of the palettes they offer, back in 2017 Morphe announced the launch of 'Morphe X Jaclyn Hill Eyeshadow Pallete' which saw 1 million palettes being sold in 2017 alone.
Another major collaboration that happened back in 2018 was the 'Morphe X James Charles unleash your inner artist palette' which sold out in under 10 minutes. James Charles is a 19-year-old YouTuber with around 12 million subscribers to his YouTube channel and has a lot of well-known videos especially with the likes of Kylie Jenner, Kim Kardashian West and makeup artist Mario Dedivanovio. James even opened the Birmingham Morphe store which saw a staggering 8,000 fans waiting to catch a glimpse of the young influencer in the Birmingham Bullring earlier this year (source).
Fellow YouTube Jeffree Star is the owner of Jeffree Star Cosmetics which is sold across Morphe stores and online, has recently come out with a collection of vibrant brushes as a collaboration with Morphe which is very different from other partnerships since we haven't come out with an eyeshadow palette.
Overall, you can see how heavily Morphe relies on social media and influencers to build awareness around the brand and products they sell; it's safe to say Morphe wouldn't be where they are now without the help from fellow social media influencers. It just shows the amount of power and exposure that social media sites such as Instagram and Twitter can bring to a brand.
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