Product context

• When was 'Zoella beauty' launched?

  September 2014
• Where was 'Zoella beauty' distributed?

  Major UK high street retailers
• What companies did she direct in 2016?

  'ZS beauty Ltd' and 'ZS lifestyle Ltd'
• Why were 'ZS beauty Ltd' and 'ZS lifestyle Ltd' split into separate companies?

  To minimize risk and maximize profit
• When were ZB and ZL products discontinued?

  2019
• What was the estimated revenue for the products in 2019?

  £3.8 million a year
• What was the name of the online merchandise store launched in 2016?

  'Sugg life'
• Why is the 'Sugg life' store no longer active?

  It reflects the brief lifespan of internet companies
• What challenges does the brief lifespan of internet companies reflect according to Curran and Seaton?

  Challenges faced by online businesses
• What were the key business strategies behind the launch of 'Zoella beauty' and its subsequent companies?

  • Launched in major UK retailers
  • Split into separate companies to minimize risk
  • Discontinued products to align with new vision
  • Revenue estimated at £3.8 million in 2019
  • Online store 'Sugg life' reflects internet business challenges
• What charity did she become digital ambassador for in 2014?

  Mind Charity (leading mental health charity in England + Wales): works to improve the lives of people with mental health problems
• Controversies 


  -2014: Her novel 'girl online' was thought to be ghost written, and subsequently her squeals were described as collaborations with another author

  -2014: criticized for vlogging while driving -> irresponsible + bad example/role model to her younger audiences

  -2017: £50 advent calendar + and made homophobic statements