Ladies (and gentleman) we have all been there, you need let´s say a new mascara, but you have no idea which one you should buy.You go to the beauty department and find yourself drawn to the one that has a beautiful celebrity on their ad.And more often than not you end up buying the product without thinking rationally why you actually chose that specific product. And that is why cosmetic brands use celebrities on their ads and as their spokespersons.We as a customer like the idea of sharing a product with a celebrity and that is why cosmetic brands like to use celebrities in their branding.
Most of the beauty brands that i can think of are using celebrities as a part of their brand building. If you give me a beauty brand I usually can name a celebrity that has worked with them, so it´s not a surprise that celebrity endorsement is considered as one of the most known marketing tools in the cosmetics industry. It is considered as a winning strategy to build a unique identity for the brand.(The Effect of Celebrity Endorsement on Creating Brand Loyalty, Marc Audi, 2015)So it does make a lot of sense why all these brands would spend their money on celebrities to be on their ads. But in order for the endorsement to be successful, there are three different attributes the celebrity needs to communicate to the consumers. These are; credibility, attractiveness and power (Byrne, Whitehead & Breen, 2003p.291) So brands must be careful when choosing the right person for the job.
I can safely say that we all know that cosmetic brands use celebrities to advertise their products, but what we don´t often think about is how important it is for the brand that they choose the right one. Even though it’s not an easy task to select the proper celebrity, it is even tougher to create a match between the celebrity and the brand(Marc Audi).But there are brands that have done this very effectively. For example my personal favorite make-up brand MAC has worked with several high profile celebrities on their Viva Glam Campaign over the years,and their limited edition collections have always sold out.This is an excellent example where a company has paid a lot of attention in choosing the right celebrities that complement their brand image to endorse their products, and had amazing results.
So at the end of the day when we are shopping at the beauty department are we buying the actual product or a famous face?
Article:The Effect of Celebrity Endorsement on Creating Brand Loyalty: An Application on the Lebanese Cosmetic Sector’s Demand, Marc Audi, 2015