Success is relative - even for sweet smelling celebs!
12 Sep '07
2 min read
They say celebrities chosen for endorsements reflect the qualities of the product and add to the brand image! Well, may be so...!
Anyway, advertising experts think otherwise. Infact, they believe that a product's image in itself is built by the celebrity! Yes, the statistics also seem to be supporting this view.
For instance, the latest 'in thing' for Hollywood divas is to launch their perfumes and fragrances. Actresses are followed by pop stars who are inturn being chased by supermodels in this aromatic race!
It was bubbly Gwen Stefani, then the bold Kylie Minogue, sensuous Sarah Jessica Parker, petite Victoria Beckham, voluptuous Jennifer Lopez and most recently, the leggy Kate Moss.
There seems to be a clutter in the category, especially when it comes to celebrity's fragrances.
However, figures show that products of or campaigned by an icon known for her talents and capability perform way better than others. Interesting, isn't it?
Reportedly, Kate Moss is expected to generate around US $50 million from her product in the first year which is similar to Beckham and Parker. This is, on the other hand, much lower than $100 million earned by JLo and Britney Spears.
Experts say that though Kate Moss and the likes will attract younger generations, most will prefer products by celebrities who are rated high in their profession. Such products offer more psychological than physical satisfaction to the consumers.
Thus, celebs may present brands but ultimately its king who builds them!
marketing@alchempro.com
