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Celebrity Endorsements: Getting Bigger

In the '90s, celebrities weren't as popular and influential as they are today — especially when it comes to beauty endorsements. Now, a New York Times article shows that the age of celebrity-endorsed products is just heating up. According to the story, celebrities appeared in nearly 14 percent of ads last year — more than twice the number of those 10 years ago. To find out what's going on,


Why the sudden swell? To paraphrase James Carville, it's the economics, stupid: People are drastically more likely to buy something if it's hawked by a famous face. Jennifer Lopez's Glow, for instance, continues to earn tens of millions of dollars six years after its launch; her success paved the way for celebrity fragrances from Gwen, Halle, Britney, and more. Simply put, people want to buy a piece of their favorite celeb's lifestyle.

“Seven years ago, the belief among celebrities was that perfume was something you did at the end of a career,” Bernd Beetz, the chief executive of Coty, told the Times. “Now it’s different and seen as a key step in the start of a career.”

Although most of you are tired of the celeb-scent trend, it's not slowing down. And in some cases, the celebrities need the marketing help. Rihanna's deal, for instance, got "Umbrella" played at Cover Girl displays, which helped propel her to the top of the charts. As we see more and more celebs pushing beauty, do you like it? Or do you wish the marketing would slow down?

Join The Conversation
dopamine dopamine 8 years
I'd have to agree with JaimeLeah! While I like the advertisements, a particular product endorsed by celebrities does not appeal to me any more than usual!
DecemberBaby DecemberBaby 9 years
Um I don't see what the big is. I mean if the product is good or the fragrance smells nice then I'll buy it. Of course if I see a celeb face I'll pick it up to see how it is but I won't buy it just for the face. I think people are just making a big deal over nothing.
emalove emalove 9 years
I'm never really interested in celeb fragrances and beauty products...
bailaoragaditana bailaoragaditana 9 years
I really dislike the whole celebrity endorsement thing, and I try to avoid products or brands that base lots of their marketing on a celebrity. But there's a line somehow - Dita von Teese for MAC is different for me than, say, Drew Barrymore or Rihanna for CoverGirl, maybe because I don't see Dita's face every other page in a magazine, you know? And I just flat-out refuse to buy celebrity perfumes. Don't care what they smell like. I'm not paying big bucks so I can have a bottle with a celebrity's name on it. Noooo way.
soulight soulight 9 years
Sometimes I think there is a certain legitimacy it lends a product if there ISN'T a celebrity hawking it, especially with perfume. I just get this image of a 14 year old putting on a perfume just because Britney put her name on it, not a sophisticated women who made a conscious decision to wear a fragrance that best suited her.
Arias101 Arias101 9 years
didn't they do a study where they would it's didn't make people more likely buy stuff even if they were a great spokesperson? PS if celebrity endorsements were everything then aren't groups like Revlon and Loreal screaming with happiness? BTW-Benefit, Bare Minerals, Smashbox, NARS- no celebrity endorsements last time I checked
JaimeLeah526 JaimeLeah526 9 years
I'm so tired of celebrity fragrances. I don't mind seeing the celebrities in the ads but it's not what makes me want to by the fragrance or beauty product.
chiquita29 chiquita29 9 years
Def slow down. I've never bought a celeb fragrance, I would rather buy from a prestigious brand that's been around longer, such as Chanel.
kahribar kahribar 9 years
Ditto, they are going way to far!
fashion4ward fashion4ward 9 years
I wish all the celeb-based products (esp. fragrances) would stop!
wren1 wren1 9 years
Umm, are celebrities taking over the world? Seriously, it's getting a little scary how much influence they have.
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