Before we
finalised the rebranding stage of Seventeen, we wanted to search existing
make-up brands that have utilised the medium of celebrity endorsement in order
to promote our brand further.
It is notable that brands such as Maybelline,
Estée Lauder and M.A.C. Cosmetics have included celebrities, primarily those
who appeal to a young, female consumer market (14-25), which have worked in
their favour due to the popularity of the celebrities that they chose for their
brand. The list below showcases the brands that are notorious for celebrity
endorsement:
Maybelline...
Maybelline
recruited international supermodel, Gigi Hadid as their ambassador in 2015,
where
‘in January, she was named the newest face
of Maybelline, the number one cosmetics
brand in the world, which counts models like Christy Turlington and Jourdan
Dunn among other spokeswomen’ (Weisman, 2015).
Hadid was a perfect candidate
for this role due to her age (20) and because of her popularity with young
women on a global basis.
Furthermore, it is clear that
‘people are unwilling to accept ideas from sources they do not trust. People
tend to trust celebrity endorsements more if they like the celebrity’
(Batty
and Cain, 2010, pg 126).
Therefore, when selecting a celebrity, we would have
to take into account whether the primary market would ‘trust’ the individual.
Maybelline have applied this theorem into their own marketing campaign, as Gigi
Hadid is popular amongst a young demographic.
 |
|
Hadid's endorsement confirmed via instagram...
Estée Lauder...
In her product
debut, Jenner is featured in a 38-second black and white film introducing
Estée Lauder’s new multi-tasking, tinted primer. The film launched on Jenner's social media platforms on Wednesday, January 21, closely followed by Estée
Lauder’s platforms and global media.
'Jenner's 15-second teaser post on
Instagram generated more than 220,000 likes in just two hours’
(Estée Lauder,
2015).
poster advertisement featuring Kendall Jenner
Also, the supermodel in question released her own lipstick with the company called ‘Restless’ in 2015, which sold out in the UK (see below).
Thus showcasing how popular the idea of celebrity is in relation to contemporary culture. An
‘icon’ can sell a product because of their presence – we would want to
incorporate this idea into our own work in order to make our company
popular.
the sold out lipstick...
M.A.C.
Cosmetics...
M.A.C are well-known for their Viva Glam collaborations with celebrities such as Miley Cyrus, Lady Gaga, Nicki Minaj and Ricky Martin. The Viva Glam range features various shades of lipsticks and lip-glosses with all proceeds going towards the MAC AIDS Fund.
In 2016, M.A.C. Cosmetics endorsed a new lipstick and lip-gloss shade
with popstar and actress Ariana Grande, where:
‘one-hundred percent of the proceeds from
her collection goes to the MAC AIDS Fund. Founded
in 1994, the organisation is committed to addressing the link between poverty
and HIV/AIDS by supporting diverse organisations around the world. So far, MAC
has raised over £250 million with its Viva Glam campaigns, and we're positive
Ariana's lip shades will be responsible for many donations’
(Orofino, 2015).
poster advertisement featuring Ariana Grande
This campaign uses the medium of celebrity endorsement for charitable purposes, which is what we would want to include into our own re-branding, as we would raise awareness for important causes whilst creating a product that the consumer can use and enjoy.
Another brand which has promoted charities is that of Barry M, who in 2015,
‘launched
its #NailIt4Rhinos campaign, which is being supported by UK nail brand Barry M,
which will be posting nail art tips and inspirational images across its social
media channels this month’
(Anon, 2015).
This was in aid of the organisation ‘Save the Rhinos’.
image via Nail Parade!...
...YorMedia
Catherine |
No comments:
Post a Comment