Meghan Markle is preparing for her brand As Ever to launch its second set of products this week after a sell-out in April. However, according to an expert, there are signs of a “shift” in the business’ approach. The Duchess of Sussex, 43, revealed that the second product launch would come on Friday, sparking excitement among fans worldwide.
While many are expecting to see many of the same products that were released in the first launch earlier this year, including preserves and flower sprinkles, Meghan has hinted that new goods will also be on the way, and even announced this to consumers in an email on Monday. She wrote: “First off, a sincere thank you for making the debut of As ever absolutely extraordinary. We had a feeling there would be excitement, but to see everything sell out in less than an hour was an amazing surprise.”
The email continued: “We are pleased to share that on June 20, we’re going live with the products you love – plus, some new delicious surprises. More details and exact timing will be shared soon.”
While the duchess seems as excited as ever about her lifestyle brand, one expert couldn’t help but notice this email was much shorter than ones sent before in regards to As Ever, believing that this couldn’t be a different approach that has come about as a result of a change in staffing.
Recently, Meghan and her husband Prince Harry have hired US-based PR firm Method Communications to help with their public image.
They have also made other staffing changes this year, including hiring Meredith Maine as their first-ever chief communications officer, and Emily Robinson, a former Netflix publicity director who worked on hit shows like The Crown, to help with publicity.
Sarah Schmidt, Celebrity Publicist and President of PR firm Interdependence, told Daily Mail: “Meghan’s first As Ever newsletter was poetic and intimate.
“It positioned the brand as an extension of her personal rituals and values, written in the voice of someone building a lifestyle, not just selling a product.
“The latest email, by contrast, is pure transaction: short, strategic and sales-focused. And that pivot is telling.
“It suggests a brand moving from emotional origin story into operational scale. However, when key team members exit and the tone tightens, audiences can feel that.”