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In a world where we get Twitter updates every 10 seconds from some young lad from Canada who can sing a bit (I’m told his name is Bieber but I’m not down with the kids), it’s clear that we live in a society obsessed by celebrity. Popular culture has become a necessity – we need to know who’s doing what with who, and what they were saying/singing/wearing when they were doing it.
It’s no surprise then that “celebrity sells”, and no more so than in the fashion, beauty and grooming world – where the lifestyles of the rich and famous dictate trends faster than you can say “Lady Ga-Ga”. But rather than ramble like a man old before his time – I want to raise the issue of celebrity endorsements within grooming and gauge the opinion of you guys – the consumers – as to the importance of star studied association.
Let me start at the beginning. My reason for writing this article is that I read this week that Eric Cantona (of kung fu and football fame) was to become the new face of L’Oreal Men Expert and their new range of deodorants – and it got me thinking. I love Eric Cantona, I idolised him through my early teens, yet I am most definitely not going to buy a deodorant just because he’s being paid to look suave and say something typically philosophical while holding a can of antiperspirant.
Eric Cantona Ad
So why do brands bother? I can understand our fixation with Beckham, Tom Ford et al wearing the latest trends, as we all have our high profile fashion icons – but does this extend to grooming? Maybe if Gillette didn’t pay Tiger Woods, Roger Federer and Thierry Henry millions to appear in their advertising, then we wouldn’t have to pay over the odds for our razor blades.
But does the fact that we can roll off all of the brands and products associated with these campaigns mean they have worked? Would I have been so aware of the Gucci by Gucci fragrance if I hadn’t seen James Franco’s torso advertising it? The L’Oreal Men Expert deodorants will certainly stand out from the shelf the next time I’m shopping – so maybe this shameless promotion does work after all.
James Franco – Gucci by Gucci
After a week of contemplating and googling my favourite ad campaigns I’ve come to a conclusion. The fact of the matter is, whether we realise it or not when we see images of celebrities giving fragrances, skin care lines, watches – hell even lean mean meat cooking machines their seal of approval, it does seep into our subconscious. But the big question here is – are you more likely to buy a product that’s endorsed by a celebrity?
It’s over to you guys.
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I actually find the whole thing kinda offense. I’m not really *in* to celebrities…about the only TV I watch is question time on iPlayer. I respect anyone who has mastered a particular skill, a really amazing actor, writer, thinker, musician, martial artist, dancer, painter, speaker…but the ocean of these TV non-people personality types, who aren’t really good at anything escapes me totally. As for the types who *are* good at something, the kind of people I like would tend not to try and flog me stuff anyway…and if they did, I’d have the opinion that their being a good writer doesn’t particularly give them any great insight in to what razor I should use…so could they kindly do more of the writing and less of the behaving as if their hawking shite from the back of a van.
I think the problem isn’t so much they’re in these ads, its more the fact that most celebs doing them, probably aren’t actually using the products themselves. Good examples are Cheryl Cole and Beyonce doing shampoo ads, when Cole has extensions and Beyonce wears weaves. I never let tv ads influence my buying decisions, I come online and research products, get advice from blogs such as FB etc, find out from people who have actually used it! I think one of the smartest campaigns I’ve seen is when I was 15, Gillette sent me a ‘free’ razor and gel.. I’m now 34 and I still use Gillette razors lol I stopped using the gel last year after reading a thread on here recommending King Of Shaves which is much better.
I believe that for most items celebrity = bigger sales (as long as its the right celebrity). I can see this in my own purchases, I have a gillette razor, which is probably not just because of its 5 blade technology but in some part down to Becks & I use L’Oreal moisturizer, not just because it hydrated and protects my skin, but because Jack from LOST says he uses it. Celebrity endorsements do as you have pointed out increase awareness of a product and as a result when your at the shops stood infront of a sea of almost identical products you are going to grab the one “used” by the celebs. But if it doesn’t do what it says, no matter who it is, they’re not going to keep you coming back.
Thanks for your comments guys, it’s great to hear your thoughts.
As a group seem to represent both ends of the spectrum and as I mentioned article there is no right answer – it’s just varying opinion. I tend to agree with some points from each of the arguments. @Witness01 – you’re right that it’s only a certain ‘type’ of celebrity that openly endorses products. Those with higher credentials tend to lead by example rather than feeling the need to ‘sell themselves’.
@Katatonik makes an interesting point about Cheryl Cole (not one of my favourite women I must admit) and her ‘fake’ hair advertising shampoo – I’d never thought of it like that. Although both yourself and @Stuart offer examples of times when this type of celebrity advertising does work. Interestingly you both mention Gillette, one of the biggest names in the grooming industry, but also one of the main culprits of the celebrity endorsement culture – because as we’ve mentioned before this does seem to indicate that this approach does work.
Keep the comments coming.
Duncan
I think that with celebrity endorsements, rather than thinking ‘Oh my fav celeb wears this colone so I must buy it!’ etc. etc. it is more of a memorable marketing strategy. Anyone with two braincells is going to know that sticking a celeb’s face on a product doesn’t make it any more valuable/efficient, but I think with TV ads, such as Chery Cole’s loreal ad that Katatonik mentioned, it makes the advert more memorable once it has finished. Instead of it becoming another unmemorable shampoo add with girls flicking their shiny hair about, it becomes ‘that ad with the bird off of girls aloud’ haha, so it’s just a bit more memorable!
I guess there are pros and cons, but either way it’s the same concept as having a good looking model endorsing the product… they have no personal connection but help to create a desirable product.
Sorry if none of this makes sense I’m knackered, good post though!
I think that this is a very good subject to and extent that i have choosen to do a dissertation on the matter thank you all for your input if you have any futher comments please add them
Well, there are several books on this very topic or at least dedicate lengthy chapters to this topic. A society of consumers need to be persuaded. Advertising and marketing are the agents of persuasion. But in the end do posters, Tv adverts, sports and pop stars really work? Work to do what? Persuade people to buy the product, partly yes. Let me quote Stuart Ewen who was one of many interviewed on PBS’s Frontline program called “The Persuaders,” “The secret of it all, the secret of all persuasion, is to induce the person to persuade himself.” The books I recommend for further insight on this topic, “No Logo” by Naomi Klein, “Prosperity Without Growth” by Tim Jackson, “Consuming Life” by Zygmunt Bauman, and “OBD” (Obsessive Branding Disorder) by Lucas Conley. I am sure there are many more…