Do Celebrity Beauty Endorsements Work?

salma hayek looks pretty 2.jpg On Friday, WWD reported that Salma Hayek is currently working on an undisclosed beauty project. Earlier this month, it was also rumored that Jennifer Aniston is on the hunt for an endorsement deal herself.

But all I could think was, really? Isn’t the celebrity endorsement template a bit staid, especially in today’s tough economic times? There are plenty of models out there that could do the same job for much less money and hassle. Sure, a celebrity creates more exposure for your brand, but do they really influence consumers to spend money? I can’t say I know anyone who’s rushing out to CVS because Drew Barrymore’s shilling a Cover Girl mascara via alluring blinks. (And just think of the stable of stars L’Oréal Paris employs - sixteen celebrities, including Beyonce, Scarlett and Eva Longoria Parker - and somehow they can’t think of how to help that year-to-year net profit drop of 26.6%.)

You’d think beauty companies would try to cut some of the dead weight right now - could what Neutrogena gets out of Susie Castillo’s advertisements really make up for whatever she was paid? - unless we’re totally off. Do celebrities smiling and flipping their hair really get you to spend your cash more so than models?

—MEGAN MCINTYRE

posted by guest

Mar 02, 2009 12:52PM

this reminds me of magazine covers. I think its a "relatability factor" of actresses vs. models is what pulls the cosmetics companies in.
Though I would prefer a model over an actress any day.

Mar 02, 2009 1:01PM

Yes and no. Celebrities influence what I buy but only when they are not advertising it in an ad campaign. For example when Lily Allen said she used Chanel liquid eyeliner, I went out and bought it. However if she was in an ad, for say Rimmel, I wouldn't rush out to go and buy it. Its weird I know.
I prefer models in beauty campaigns because that's their job. We all know celebs don't always use the stuff that they're selling anyway!

posted by textstyles

Mar 02, 2009 1:05PM

I think the better idea would be to use mayber lesser, more under-the-radar, names/artists etc...
get some actual caché working for the brand

-textstyles.ca

Mar 02, 2009 1:21PM

Are you kidding me?I thought you work in the fashion industry, so if you did, you would realize that this post is nonsense!!!!

Specially in these times celebrity endorsments work and are sought after more than ever before.

Victoria Beckham Armani ads were released in December, yet their sale results have gone through the roof selling 80% more than last year.Why?Its simple really, get someone everyone will tallk about, and publicity galore, so the product will be out there, and do the good ads.Of course Masha was better, but she didnt SELL!!!

Celebrities aint going no where, not from mag covers nor ad campaigns, get over it people.Famous women sell, and in these tough times that is all that matters.

posted by Megs252

Mar 02, 2009 1:23PM

Yes but my question is do they really need SIXTEEN of them to sell a freaking lipgloss? I get one or two but I think having a stable of celebs is excessive. It feels like the cost outweighs the benefit on that point.

Mar 02, 2009 2:13PM

Celebrities selling beauty products work because they have established personalities and relationships with consumers who watch their movies, tv shows etc. Models don't work as well because while they are beautiful, they have no emotional foundation that the public can relate to.

Mar 02, 2009 2:18PM

Nobody you know is running out to CVS to buy the celebrity endorsed lipstick because everyone you know is running to the department store counter to plunk down forty bucks to buy the more expensive celebrity endorsed lipstick, no?

Mar 02, 2009 2:27PM

maybe they don't need 16, but with celebs you get more than just a pretty face, a cosmetics company can also tap into that celeb's persona (or should i say perceived persona) and that really resonates with a lot of consumers. whereas for most consumers a model is just a blank slate.

there are also probably other perks that the company's get with celebrities to justify the expense. i.e. i almost sure that every time scarlett, beyonce, et al are on a magazine cover the makeup is exclusively loreal, and it gets credited. thats a lot of exposure which i'm not sure they would getwith most models.

Mar 02, 2009 6:59PM

scarlett johansson no longer reps l'oreal.
please check your facts.

Mar 02, 2009 8:07PM

I agree with Guest #1. Although I would perfer to see models, I feel like I can relate more to Celebrities, because I think their more relatable. Models seem more "untouchable" and "flawless" compared to celebrites, who come in different shapes, sizes, colors, etc.

Mar 02, 2009 9:29PM

#7 - Too true!

Mar 02, 2009 11:41PM

this post is completely ridiculous, and yet garnered a ton of buzz somehow. I still feel compelled to put in my two cents-- it is marketing, which means thsoe companies are looking for a Return On Investment (ROI).

seriously. our entire world is built on who is doing/wearing/buying/listening to/etc/etc/etc what and why you should, too. of course in this tough economy it's worth it-- those who advertise or spend more on marketing during a recession fare better 8 YEARS after the recession, as well as during. and celebrities sell.

I never really get worked up because I feel as though this blog is very intelligent and witty, but you are obviously a weak link.

posted by neenersh

Mar 03, 2009 3:20PM

Answer, no. I think Catherine Zeta-Jones is the most beautiful woman in the world but I would never buy Elizabeth Arden makeups or perfumes.

Mar 03, 2009 4:03PM

No, but if Lucy Liu or Helen Mirren came out in support of a night cream, I'd be tempted to go buy it - their skin is fantastic!

Mar 07, 2009 10:07PM

It depends on the model.Arlenis or Kate? Jordan or Naomi? I could say Beyonce, Rihanna, or Ellen Degeneres' name to 10 people and they'd know who I was talking about. You can't imagine my frustration when I say Doutszen, Coco, or Hilary's name to people and they have NO idea who I'm talking about. It's annoying but it's business and it's marketing. Not everyone knows who these models are because they don't get as much exposure as these celebrities. I can't fathom how many people didn't recognize Linda Evangelista in her recent campaigns. I want to call those people stupid but I can't because, simply put, not everyone is into the fashion scene.