|Shane Dawson and Jeffree Star’s “Conspiracy” palette collaboration is finally out and the sales have been hectic. / Photo by: Gage Skidmore via Flickr|
After a very long wait, YouTuber Shane Dawson and Jeffree Star’s “Conspiracy” palette collaboration is finally out and the sales have been hectic. From crashing websites even before the product went live, to palpable hype on social media like Twitter and Instagram, and the expected sprinkling of the hottest of hot takes, here is a recap of everything that happened prior to the palette release.
Hype, Hype, Hype
With the number of YouTubers making different content about every possible thing you can think of, standing out from the crowd is a matter of building and creating content for the right audience, eventually selling merch to them, and keeping them interested and on the edge of their seat. As Shane Dawson and Jeffree Star are some YouTube OGs who know how to sway a crowd, their hype game around this palette was equally superb.
According to Insider.com, an American online media company, Dawson and Star managed to build the hype by incorporating Dawson’s long-form video format and using it as a centerpiece marketing strategy. And it’s not like Dawson and Star don’t acknowledge that it is just a six-hour-long commercial.
Maggie Mae Fish, a YouTuber and actress, even told technology news website The Verge as much. Fish explains that the genius of this business move is that Dawson was able to put himself into the most relatable position ever: the underdog.
See, Dawson isn’t actually part of the beauty community. He’s not a content creator with hour-long videos reviewing the quality of various palettes and other make-up products. His friendship with Star is so far the only reason people are letting this one slide.
That proved an interesting selling point, and people relate with the underdog almost all the time. It was just the right push Dawson needed.
|All the hype meant that the palette got so much attention from Dawson and Star’s combined 39 million-strong fanbase. / Photo by: Daria Minaeva via 123rf|
Crashing Websites, Losing Products
All that hype meant that the products got so much attention from Dawson and Star’s combined 39 million-strong fanbase. What’s that number going to do on an unprepared website on D-Day when everyone is frantic for a piece of this collab? Why, crash it, of course.
According to Cheat Sheet, a showbiz news website, the release was set for November 1 at 10 a.m. PST, but even before that, Jeffree Star took to Twitter to say that the fans had already broken the site.
“Not all of the products went live when we launched. We are currently fixing all issues on our end and praying that Shopify can get back on track shortly,” read Star’s tweet. Sure enough, after Star and his team managed to fix up the problem, fans were able to be sent their packages and palettes. Word on the street is that the products that customers added to their carts would not show up there or that, even when the payments were made, some would not get a confirmation email.
Prior to the launch, Dawson mentioned in the six-hour-long video his fears of the palette not selling at all, to which Star told him that he could make at least $10 million
As reported by Cheat Sheet, though, fans were still very supportive of the launch. One user boasted about how they were able to pay for extra just to get both palettes. Some also talked about the stress they felt while trying to buy the palette but said it was worth it in the end.
Another user, as shown in a CNet report, shared that they were waiting for the product to drop even when it was a day before D-Day. They tweeted that they were waiting for the product launch for so long that they were ready to spend their paycheck on it. One other user posted a long list of priorities and things to do but highlighted how, despite all that, they were still filled with anticipation and excitement.
“What I’m most worried about is how I’m going to get my hands on #ShanexJeffree palette, tbh,” the user tweeted.
Some even added hilarious GIFs and memes to describe their anticipation for the event.
The overwhelming response was apparent just from the viewership of the series alone, which CNet says actually racked up about 24 million views per video. Indeed, “The Beautiful World of Jeffree Star” has “peeled back the curtain on the makeup industry in an unprecedented way, revealing everything from the cost of developing the products to how they’re packaged and distributed.”
Finally, since they were both enthusiastic with filming in the days leading up to the launch, CNet says that the two will probably also film in the chaotic aftermath of the launch when it comes time to restock. Already, fans and customers also have that question in mind, so it’s interesting to see just how they are going to continue on with the series.