Reporter: Larissa Frankevych
Drew Barrymore bats her long Covergirl lashes, Kim Kardashian premieres a sassy dress from her Sears line and Tiger Woods is always in Nike. Celebrities are everywhere and they’ve all got something that they want consumers to buy.
Whether it’s contractual or for pleasure, celebrity endorsements boost sales. But just because the rich and famous have it, why does everyone else need it?
It all comes down to consumerism and clever advertising to make the average person want a small taste of celebrity. The ability to say, “Joe Blow uses the same shaver, or Jane Doe has the same dress,” is the aim to gain popularity.
For example, in December, the Duchess of Cambridge wore a nude dress adorned with black lace to a charity event. Within several hours clothing retailer Zara sold out of the dress in stores and online.
Consumers who bought the same dress, can brag that the princess has the same one. What does that statement mean to the rest of the world? Are they going to try to find a balding prince and get married next?
Ole Henriksen, a natural skin care guru, brought his line of products exclusively to Sephora Canada last summer. At the Toronto launch he said, “This is Paris Hilton’s favourite facial scrub and Justin Timberlake uses our Nuture Me moisturizer.”
There was one problem: Paris Hilton and Justin Timberlake were not there to testify to these claims. Neither celebrity has ever publicly acknowledged or spoken about using Henriksen’s products.
Did he think name-dropping would increase his sales or the popularity of his brand?
If you’re one of the lucky owners of the lace dress worn by the princess, or use Henrisken’s products, does it really matter? Your social status is not going to change, your shoe size will still be the same and your boyfriend will still not put the seat down.
There is nothing magical about owning something a celebrity.