Do you buy a product just because it has a celebrity face associated?
There aren’t many industries these days that don’t use celebrity endorsement in some shape or form as a major selling tool in their advertising campaigns. Is using a well know personality the only way to make your brand cool?
Fashion and Beauty are obvious culprits however the celebrity endorsement trend has crossed over into many sectors including coffee, cars, holidays, insurance and even railway lines. The celebrity that you thought was too cool to “sell out” may well have endorsed something at one time or another during the height of their fame, would you if the price was right?
According to CoolAvenues.com “recent market research findings show that 8 out of 10 TV commercials scoring the highest recall are those with celebrities’ appearances.”
Can marketing and advertising campaigns no longer survive with a traditional catchy slogan and maybe a toe tapping memorable soundtrack to make their product stand out? Or god forbid the simple belief that their product actually works?
I appreciate a beautifully shot advertisement – in particular cosmetic ads – and I’m always intrigued as to who did the make-up and what the new product is. For me it’s not about who the model is, as long the image they represent fits the brand and product well; do they have to be a celebrity?
Are we tricked into buying into the celebrity face rather than the brand? I am still gob smacked that one certain supermodel is currently endorsing 2 different cosmetic brands in print and on TV as well endless fashion labels all at the same time, surely us as consumers are more clued up not to fall for this?
Celebrities themselves are savvy to the power that their tweets or endorsement can do for a brand. In the PR office at Illamasqua we often get asked to send product to celebrities either just simply because they are famous or in return for a “quote” or “tweet” about the brand. We politely decline. We are proud that celebrities want to talk about their love for Illamasqua without any incentive or payment in return.
One celebrity I really respect for not jumping on the beauty endorsement bandwagon is Adele. She is known for her amazing talent as well as her flawless hair and make-up, is currently at the height of her global fame yet a cosmetic endorsement deal is still to be signed. Adele has stated in the past “I think it’s shameful when you sell out. It depends what kind of artist you wanna be but I don’t want my name anywhere near another brand. I don’t wanna be tainted or haunted.”
I think that if the celebrity is well suited to the product then it can make sense and the endorsement can really make the product come to life.
Sometimes a celebrity endorsement can be so good, simply because they are so bad…
Campaign magazine Top 10 worst Celebrity ads www.campaignlive.co.uk/news/1109430/
Shortlist.com Most embarrassing Celebrity adverts, http://www.shortlist.com/shortlists/embarrassing-celebrity-adverts
What do you think about the use of Celebrity in advertising?