PR Experts Slam Lifestyle Brand Strategy as ‘Confusing’ and Poorly Planned
Meghan Markle’s lifestyle brand, As Ever, may have made a splash at launch—but its strategy is now under fire as experts question the direction and planning behind the project.
The Duchess of Sussex’s brand debuted in early April, with products selling out within hours. Despite this initial success, As Ever has since gone quiet. The website has not restocked its items, and no updates have been shared, leading to rising concern among followers and industry watchers.
Public relations expert Renae Smith criticised the brand’s lack of follow-through, telling Express UK that the strategy appears “half-baked.”
“It’s not surprising people are mocking it,” she said. “From a PR and brand-building perspective, this screams lack of planning.”
Smith acknowledged the impressive speed at which the first drop—particularly a honey product—sold out, but noted that restocking delays don’t align with the hype. “It doesn’t take six months to source more honey,” she pointed out.
She warned that if the brand’s long teasing periods—such as the 13-month wait before its debut—are part of its ongoing strategy, it risks alienating its audience rather than building anticipation.
“Right now, it just looks like they launched, sold out, and then ghosted the audience,” Smith said. “That doesn’t build anticipation. It creates the sense that the brand doesn’t know what it wants to be.”
Labeling the approach as “kind of insane” and “boring,” Smith concluded that unless Meghan recalibrates the brand’s strategy, As Ever may struggle to maintain credibility in the long run.
