Lupita Nyong'o

During the 2014 Academy Awards, host Ellen DeGeneres jokingly asked her audience of Oscar nominees for donations to cover a pizza she had ordered. Lupita Nyong'o, Academy Award Winner for 12 Years a Slave, opened her bag and pulled out her Clarins lip balm. Within 15 minutes, the Clarins lip balm had its own Twitter handle, was a focal point in the selfie booth backstage, and sold out on every major website by noon the next day.