OG Image: Jeffree Star and Shane Dawson prove the power of influencers

Jeffree Star and Shane Dawson prove the power of influencers

On Nov. 1, 2019, Youtube superstars Shane Dawson and Jeffree Star debuted a much-talked-about makeup palette, with help from Morphe Brushes. The release broke with an hour-long hype video on Shane's channel, long lines wrapping around the corner of Morphe's retail locations, and a projected $35 million in sales.  

The Conspiracy Collection sold one million palettes in 30 minutes, overwhelming eCommerce platform Shopify to the point where it 'broke' and stopped taking orders.

jefree star


One fact is undeniable: Influencer Marketing crashed a website. By partnering with prominent influencers in their space, Morphe bet big on the power of the influencer, and the venture is looking to be incredibly successful for all parties. While Morphe is one of the hottest players in the online beauty scene, Influencer marketing expands brand reach through relevant communities in any industry.

Content like makeup tutorials, palette reviews, and simply celebrity presence attract consumers to these products, spurred by an authentic story of the cosmetics. To be more specific: consumers aren't just getting a snapshot of a model with perfect makeup applied, likely by someone else – with YouTube and Instagram influencers and makeup tutorials, they're watching the start-to-finish journey of a color palette or other beauty product – an authentic insight into how the product really works. While the YouTube stars apologized to their fans for the web issues, a product restock was swiftly announced and the duo promises to explain the issues in their YouTube series.  

Not every influencer-driven promotion is going to break your online shopping site, or maybe Shopify will be a little more prepared next time. Want to attract your own influencers and go viral like Morphe, Shane & Jeffree? Learn how Pixlee (now Emplifi) can help you discover your own brand's influencers to kickstart your viral influencer campaign.

Editor's Note: This article was originally published on pixlee.com. Any statistics or statements included in this article were current at the time of original publication.

More insights and news from Emplifi

Top image: How to maintain authenticity with your influencer marketing

How to maintain authenticity with your influencer marketing

Emplifi Press:  Report Reveals Untapped Opportunities for Influencer Marketing in Key Industries

The State of Influencer Marketing 2023

Emplifi Blog: The influencer marketing stats you need to know this year

[Infographic] The influencer marketing stats you need to know this year

Image: Influencer Trends press release

Emplifi Reveals “Personal Interest In The Brand” Is Top Factor for Influencers When Selecting a Brand To Collaborate With

Emplifi Report - Social Media Customer Expectations

[Report] 7 key consumer expectations impacting social media success today

Emplifi - Top Beauty Influencers

The top 10 beauty influencers that brands need to watch in 2023

Emplifi - Finance influencers on YouTube and Instagram are on the rise

Finance influencers on YouTube and Instagram are on the rise

What makes TikTok influencers tick

What makes TikTok influencers tick?

Emplifi Press: Emplifi Social Benchmarks Analysis Reveals Best posting times on TikTok

Emplifi Reveals How Marketers Can Maximize Reach on TikTok to Engage with the Modern Consumer

Emplifi CX Index: Our social media predictions for 2023

Emplifi CX Index: Our 3 social media predictions for 2023

Top: Jayde Powell Q&A

Q&A with Jayde Powell: TikTok’s “deinfluencer” trend

Emplifi newsletter

Sign up for the latest insights and best practices to elevate your social marketing, commerce, and care.

Just some of our recent awards

MarTech Breakthrough Awards 2023 - Emplifi (Influencer Marketing Innovation Award)
Emplifi -  AI Breakthrough Awards 2023 - Best Text Generative AI Solution
CUSTOMER Contact Center Technology Award 2023
TrustRadius Top Rated 2024 Badge
G2 Badge: Leader Enterprise Spring 2024
Logo - G2: Highest User Adoption (Spring 2024)
Logo - G2: Easiest Admin Mid-Market (Spring 2024)
Logo - G2: Enterprise Leader EMEA (Spring 2024)
Award - G2: Users Love Us