vrijdag 1 april 2011

Celebrities as promotion tool

Cosmetics are all about beauty and how to enhance your beauty. What is common in this day of age is that the celebrity lifestyle is very appealing for normal people. We all try to achieve the look of celebrities and what the cosmetics industry does is make use of this fact. Therefore they use a lot of celebrity spokespersons to represent their products. With this they create the idea that by using their product we can look like our idol. 
For instance we take L’Oreal Paris cosmetics that used Eva Longoria in various TV-commercials endorsing their mascara, lipstick and so on. Eva Longoria is a very well-known beautiful American celebrity who a lot of women and men find appealing and attractive. By using her status people will buy the products in my opinion much sooner than when someone is used for the commercial that is not known and not appealing. This is done in various countries. Take L’oreal Paris in India that is using their best known actress in India itself; Ashwarya Rai. Therefore they are using someone who is in according to their culture and their beauty standard beautiful and applying this to their own commercials instead of using an image that may not be achievable like Caucasian celebrities. More brands that are using this method are Maybelline New York, Rimmel Londen and Covergirl. These brands use a lot of celebrities and in particular high known models like Adriana Lima, Kate Moss and Doutzen Kroes who are known only for their appearance which makes it more appealing for young girls to buy these products after seeing gorgeous women endorsing these products.
 This type of marketing has a high success level in the cosmetics industry and is repeatedly used by the largest and best selling cosmetics companies.

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