DOES CELEBRITY ENDORSEMENT SELL?

I found that in the perfume industry, brands exhaust celebrity endorsement. They drain it until they can almost drain it no more. The question I always think is why can’t brands just make an amazing campaign without having to rely on a celebrity to sell the product for them?

THE PROS:

  • Makes the consumer want to be like the celebrity, so will buy the product
  • By putting a familiar face on the brand it helps represent the brand itself and what people they are targeting.
  • Helps build a platform by using a celeb as promotion
  • Builds trust
  • Makes people think the product is super star worthy
  • People will remember the ad

 

THE CONS

  • Celebs are still people – they could have an image change or make a mistake and it could ruin the brands campaign
  • Its over done
  • Celebs can over shadow the brand
  • It could damage consumer confidence by using a supermodel/ actress who’s been air brushed, and they are aspiring to be something they’ll never be
  • It’s EXPENSIVE
  • The story line is too cliche and becoming boring

My personal opinion is I don’t like celebrity endorsement, this is due to the fact it is so over done and I now view it as the brand being too lazy to come up with a mind blowing campaign thats interesting and incredible, but slapping a celeb over the campaign in the hopes it will sell. Personally, collaborations with artists or having complex stories that are interesting would be so much more unique and thats what the perfume industry needs. I think it’s wrong to use a celeb, air brush them to the extreme, because it will make the consumers want to aspire to be something they could never be because in all truth, even the celeb doesn’t look that good.

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