Seventeen Cosmetics | Rebrand Research - Celebrity Endorsements, part two |

Following from part one of our celebrity research endorsement today we are going to share with you the three celebrities we have chosen to represent Cosmético!

After conducting our research into existing celebrity endorsement campaigns by cosmetic companies, we decided that we wanted to use this medium in order to gain a larger following that exceeds our target audience. The celebrities that we chose for our campaign fit a certain set of conventions –

 Young female adults (aged 17-23)

 Popular, rising stars – recognisable

Good role models 

These conventions were taken into account before we selected them as they are all successful young women who will empower the demographic, whilst promote the brand simultaneously. 

The icons that we chose were three actresses, Selena Gomez, Maisie Williams and Amandla Stenberg – all who are popular – and will appeal to young women specifically – Stenberg, for example, is a positive role model who has fought against racial and gender prejudice and injustice, making her a perfect candidate for our company, which is targeted towards a global female demographic, not just based in the UK.

Furthermore, these three young women are diverse in the sense that they are from different backgrounds (Selena Gomez – Hispanic) – (Maisie Williams – White British) – (Amandla Stenberg – African American) but they are united by their strong sense of female empowerment and their positive public presence, such as with Stenberg’s campaign, thus, making the world a better place, stamping out prejudice in the process, which is what we want our company to endeavour to achieve.  

Amandla Stenberg - aged 17

Selena Gomez - aged 23 

Maisie Williams - aged 18

...YorMedia
Catherine