Considered an original influencer, hotel heiress and reality-TV star looks to expand her brand with new company
“I’ve built a global business and brand over the past two decades,” Ms Hilton said in an interview with Businesshala. “I wanted to take it to the next level and bring all my companies under one media entity.”
He created his new company, 11:11 Media, with Bruce Gersh, a former Disney and Time Inc. Media Executive, was created to cement and expand its brands.
In the 2000s, Ms. Hilton entered popular culture in the early days of reality television, with “The Simple Life”, securing her image as the party great-granddaughter of quintessential socialite-hotel magnate Conrad Hilton. She soon became one of the first influencers of the digital age – let alone the cult of celebrity on Instagram and TikTok, before the word even existed or the spread of Facebook or Twitter.
“Paris is considered one of the first modern celebrity who can be defined as a young woman who is not famous for talents such as acting or singing, but simply because she is beautiful and wealthy,” says Kelly Burns , said an associate professor at Zimmerman. School of Advertising and Mass Communication at the University of South Florida.
Ms Hilton paved the way for others, such as Kim Kardashian and her sisters, Dr Burns said. While the adventures of the Kardashian clan were widely consumed in season 20 of “Keeping Up with the Kardashians,” Ms. Hilton has also been quietly building an empire of her own.
According to 11:11 Media, Ms. Hilton has built a company with 45 branded stores and 19 product lines since 2006, which has exceeded $4 billion in revenue. She has launched 27 fragrances over the past 15 years and has invested in wellness products and a plant-based seafood company.
But social-media influencers are no longer reserved for the rich or the few. Ms. Hilton’s re-emergence comes at a time when famous influencers are the norm to be famous. Building an attractive personal brand is a highly competitive field. Not only are TikTok influencers in media, television and movies signing deals half their age, celebrities and athletes have also stepped up to build brands and companies based on their identities.
Influencer marketing is on the rise, and more than tripled its worldwide market size between 2017 and 2020, said Lubna Nafees, associate professor of marketing at Appalachian State University’s Walker College of Business.
Dr Nafees, who conducted the study, said, “Increasingly, consumers are turning to social-media influencers to find products and services that align with their lifestyles, which means that brands have access to more opportunities through this channel. Gotta work.” The influence of social media influencers.
The same goes for more traditional celebrities. Basketball stars LeBron James and Kevin Durant combine their star status with businesses spanning entertainment, advertising, investment and other sectors. Actresses Reese Witherspoon and Jessica Alba have built successful media and consumer-goods businesses.
“Paris Hilton and Reese Witherspoon are doing exactly that. They are where their consumers are,” said Dr. Nafees.
Ms Hilton said she believes that in the future media companies will rely less on only older brands and instead rely more on personalities. “I believe we are living in a golden age of creators,” she said. Competition in the dominant sector remains fierce. But according to Dr. Burns, Ms. Hilton has a distinct advantage: She has been in the public eye for more than two decades.
“We are anchored by a global personality and someone with a real impact on consumers,” said Mr. Gersh, business partner at Ms. Hilton.
To create new spaces, Ms. Hilton has doubled down on her roots in media and fashion and was an early adopter of cryptocurrencies and non-fungible tokens, or NFTs.
Ms. Hilton said, “I’ve always been into innovative technology and am a spy.”
The heiress and entrepreneur said that he believes NFTs are the future of art, as they give digital artists and creators of all kinds the power to use their work. Ms. Hilton launched a decentralized e-commerce platform, Origin Protocol Inc., in June. became an investor and advisor. In August 2020, Ms Hilton sold an NFT drawing made on the iPad of her kittens to charity. The artwork was purchased with cryptocurrency.
As for the name of her new company, Ms. Hilton says she has always found special meaning in the time of 11:11. “It’s my favorite time of day,” she said. “I love posting on Twitter at 11:11 to remind myself and my fans to ‘make a wish,’ keep taking risks and keep dreaming.”
Write to Talal Ansari at [email protected]