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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?

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