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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From US Magazine:
Everything You Need to Know About the HipDot x SpongeBob SquarePants Makeup Collection
Are ya’ ready, kids? A SpongeBob-inspired makeup collection officially exists and it’s like the Bikini Bottom was brought to life.
The SpongeBob SquarePants makeup collection was created by clean and cruelty-free makeup brand Hipdot to celebrate the show’s 20th Anniversary, which falls on July 17, 2019. The brand is known for its bold makeup products — especially it’s eyeshadows — so it makes sense that the collection offerings are all about color.
When the beauty world got wind of the Bikini Bottom Eye Palette back in June, the news went viral on the Internet and got makeup collab-lovers excited (understatement). The eyeshadow palette is made up of 15 bright under-the-sea shimmers and mattes with the cutest shade names. There’s Golden Pineapple, which — you guessed it! — is a shimmery marigold shade, Meow Meow…Meow, a shimmery purple and Bikini Bottom Blue, which we have a feeling you can already envision on your own.
But wait, there’s more! The collection also includes three other products worth buzzing about. There’s the Sandy Cheeks Blush Bronzer to sculpt and warm up your complexion, plus a Jellyfish Lip Gloss Trio made up of lip-loving ingredients like coconut oil, vitamin E and shea butter. One of the three shades, Coral Blue, is inspired by the glossy blue lipstick SpongeBob wore in the episode “Clams.” Perhaps SpongeBob really was the OG beauty influencer.And skin-care lovers have something to get excited about, too! There’s a Best Friends Sheet Mask Set that contains two hyaluronic-acid infused sheet masks. They’re designed to make you look like SpongeBob and Patrick, which is one part terrifying and another part adorable.
Want it all? The brand’s also offering a fancy Limited Edition Collector’s Box and a Spongebob Everything Set perfect for all of you who can’t get your hands on the collection fast enough. See below for a few of our picks!
Bikini Bottom Eye Palette
Credit: Courtesy of HipDot
Jellyfish Lip Gloss Trio
Credit: Courtesy of HipDot
Sandy Cheeks Blush Bronzer
Credit: Courtesy of HipDot
Best Friends Sheet Mask Set
Credit: Courtesy of HipDot
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From INSIDER:
You can now buy face masks that turn you into SpongeBob and Patrick [...]
HipDot is a cruelty-free beauty brand that recently collaborated with Nickelodeon to create a "SpongeBob SquarePants"-inspired cosmetics line.
The collection offers both makeup and skin care products, including lip gloss, eye shadow, and face masks that make you look like SpongeBob and Patrick.
According to HipDot's website, the sheet masks contain hyaluronic acid, marine protein, and red algae to provide "a transformative, skin-soothing experience."
Some people on Twitter have expressed interest in trying the masks [...]
From Urban Decay's "Game of Thrones" collection to Colourpop's Disney Villains line, tons of beauty brands have released makeup inspired by television and movie characters.
Few collaborations, however, have elicited as much of a response as the new HipDot x SpongeBob makeup line, which includes two sheet masks that turn you into Nickelodeon's beloved characters, SpongeBob SquarePants and Patrick Star.
The entire cruelty-free collection launched on Wednesday, and also includes makeup products like lip gloss and eye shadow. Each individual item retails for under $40, while makeup sets from the line cost either $94 or $120.
HipDot is currently selling sheet masks that will make you look like SpongeBob and Patrick
Arguably one of the most popular products from the HipDot x SpongeBob collaboration is the $20 Best Friends Mask Four-Pack. The product comes with four sheet masks, two of which resemble SpongeBob, while the other two look like his best friend Patrick.
According to HipDot's website, the products contain hyaluronic acid, marine protein, and red algae to provide "a transformative, skin-soothing experience."
[...]
To view the full HipDot x SpongeBob collaboration, visit the brand's website.
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From Bustle:
HipDot's SpongeBob Squarepants Makeup Line Highlights Patrick, Sandy & Yes, Even WUMBO
Who lives in a pineapple under the sea...and just got a makeup line? If you don’t know how much time has passed since the first episode of SpongeBob Squarepants, the answer is 20 years. In celebration of the iconic character’s birthday, a HipDot x SpongeBob makeup collection now exists. Who’s ready?
For those unfamiliar with the HipDot name, the brand offers a cruelty-free and vegan cosmetics that leaves behind high-pigmented color payoff at an affordable cost. HipDot and Nickelodeon linked up to create a four-piece limited edition collection to reminisce on all of the adventures SpongeBob and his crew endured over two decades.
The collection highlights some of the most memorable characters (and even some of the most iconic episodes) in the form of everything from a Bikini Bottom Eyeshadow Palette and Jellyfish Lip Gloss Sets to SpongeBob and Patrick Sheet Masks, fans are strapped down with everything to luxuriate and create some sickening SB looks.
July 17 marks the first SpongeBob episode, and it also happens to be the same day fans can get their hands on this collection. The line will be sold exclusively on HipDot.com where fans can shop all the items retailing between $18 and $36.
Peep all the SpongeBob-approved products in this underwater-inspired collab.
Bikini Bottom Eye Palette
The Bikini Bottom Eyeshadow palette will remind fans why SpongeBob is still one of the most followed TV shows of millennials. The 15-shade palette features 10 shimmers and five mattes. With shade names like Rock Bottom (a red shimmer), Wumbo, (a pink matte), Angry Tentacles (a Squidward green shimmer), and Meow, Meow...Meow (a purple shimmer), this is one makeup product that could make a SpongeBob fan's heart flutter.
Best Friends Mask 4-Pack
Get into this sheet mask for you and your bestie with this 4-pack sheet mask set. Shoppers can enjoy a night in watching their favorite episodes filled with meowing snails and conch shells in either the SpongeBob Best Face Ever mask with hyaluronic acid and marine protein or Patrick's Spa Day mask with seaweed and hyaluronic acid.
Sandy Cheeks Blush Bronzer
The unspoken third amigo to SpongeBob and Patrick gets her very own blush and bronzer duo palette in this aquatic collection. The Sandy Cheeks Blush Bronzer leaves wearers with a light glow and a flush of color, so you stay cheeky all summer long.
Jellyfish Lip Gloss Trio
The only lip lip product in this adorable collab is this 3-pack lip gloss trio. The glosses are made with HipDot's signature coconut oil, vitamin e, shea butter-infused, fragrance-free formula to leave lips nourished and soft. There are three shades in this trio that features the shade Coral Blue (from the episode "Clams"), Feelin' Fineapple, a sheer gloss with golden pineapple specks, and Sea Star Gazer, named after Patrick Star.
Limited Edition Collectors Box
For the SpongeBob-obsessed, fans can shop the entire SpongeBob Everything Set or even this limited edition collector's box for $120.
Thinking about how long SpongeBob has been around might make some people quake, but this launch is a celebration of growing up, and to that, all some can simply say is "I'm ready."
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More Nick: Nickelodeon Brings SpongeBob SquarePants' Bikini Bottom to Life at Comic-Con International: San Diego 2019!
Originally published: Wednesday, June 12, 2019.
Additional source: Google.co.uk.
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