It’s the kind of free publicity brands can only dream about, a public endorsement from a respected celebrity, but yesterday one beauty label’s dreams came true as Jessie J revealed an important part of her skin care regime.
The 25 year old singer and judge on BBC1’s The Voice, tweeted how she keeps her skin looking fresh and youthful. Speaking to her 6.5 million followers on Twitter, Jessie J gave up one of her beauty secrets.
The singer tweeted last Wednesday: ‘A lot of people often ask me what face cream I use. I have used Dior Rehydrating Mask everyday for 3 years! It’s one of the few products I couldn’t live without.’
Her message was then retweeted over 289 times and 319 people ‘favouriting’ the tweet immediately.
More importantly however, there then followed a shopping frenzy which saw the £25.90 Hydra Life Beauty Awakening Rehydrating Mask product selling out online and instores, with some retailers reporting a huge rise in reservations for the product.
One such retailer, escentual.com sold out of all their Dior Hydra Life Beauty Awakening Masks within minutes of Jessie J tweeting and now have over 1,000 reservations for the product.
A Escentual spokesman said: “We could see something alarming was happening at just after 5pm. Normally we sell about a hundred units of this product in a month, but we had sold that amount in a matter of minutes.
There were requests on email and we now have over 1,000 reservations for this product. Our social media team soon realised it was because Jessie J had tweeted about how this is her secret beauty product that she’s been using for the past three years.
It just goes to show how strong her fan base is because this is a high-end luxury product but they still went out a bought it in large numbers.”
Another online retailer that reported a massive demand for the product was feelunique.com prompting beauty editor Emma Leslie to comment: “Jessie certainly has picked an amazing product for keeping your skin looking radiant and youthful.
The Dior Hydra Life Beauty Awakening Rehydrating Mask is a moisturiser that works with all skin types and is recommended for use once or twice a week.
It should be applied to the skin for five to 10 minutes and then gently massaged into the pores in excess to make it penetrate deep into the derma. This will instantly infuse your skin with moisture, making it supple and glowing.”
The tweet from Jessie J is even more valuable in media and sales terms, as the singer is not affiliated with Dior in any way.
However, although the outspoken singer might favour the high end beauty product, many online reviews suggest that a lot of people are not happy with the product.
Online review site Makeup Alley reveals that the product only received 2.3 stars out of a possible 6, with these type of comments from customers:
‘The Dior Hydra line is horrible. It does absolutely nothing for my skin.’
‘This mask does not work. It did not hydrate my skin any more than what a moisturizer could have done.’
‘I found this mask useless, much like the rest of the products I have tried in the HydrAction line.’
‘This mask does not give me any noticeable results. It doesn’t seem to sink in much.’
‘This is suppose to be a deep hydrating mask from a very expensive line and it doesn’t deliver at all.’
If you agree with Jessie J and want to get your hands on the Dior Hydra Life Beauty Awakening Masks, we have found one site that still currently has stock – shop.nordstrom.com, however, it is a U.S company and you will have to pay around £20 more for shipping and £12 for the duties and tax.