The use of celebrity faces by various brands in cosmetics and fashion is nothing new these days. It used to be models who were the faces of brands. These days, with celebrity culture being so rife, and with celebrities being able to influence pop culture so much, brands are turning to celebrities to endorse their products and designs. We talked about it once before to see if we were influenced by celebrity endorsements and the general answer there was no.
If there is another trend I notice, it is that these celebrity faces are getting younger and younger. I realise that the brands want to capture the younger market. Catch them young and hope they’ll stay with you as they grow, seems to be their view.
The young too seem to be more willing to spend on higher end products, either because they identify with said celebrities or whether they just have more disposable income on hand and focus on the “me” and the “now”.
I do wonder though if these faces and especially younger faces affect how you feel about a brand and its products? I have realised that it has affected me and perhaps not in the way the brands have anticipated.
I’ll take one example. Lancome and Emma Watson. I randomly thought about this phenomenon while messing around with the Rouge in Love lipstick and is the most glaring example for me.
I love Emma Watson. From her debut as Hermoine Granger in the Harry Potter movie franchise, I’ve liked her. She was cute as a button and as she grew up, she thankfully displayed none of the excesses and tantrums that many young child stars do. Outwardly anyway. She also has grown up to be a lovely young lady with classic good looks and is quite a beauty with style sense to boot. She is in fact, the perfect catch for a brand like Lancome to makeover their image as a brand for older women. Younger girls, having grown up the past decade with Harry Potter movies and books can identify with her and these are the young ladies just starting out with makeup and skincare. Perfect timing!
Unfortunately for me, its had the rather opposite effect. I am age-wise, past the target market Lancome is trying to reach. I love Emma Watson but she is too young an image for me. And it seems to me that it is starting to show in the products. The new eyeshadow palettes tend to be sheer and too light and pastel. I loved Lancome’s old Color Focus eyeshadow palettes. Colours were beautiful, fairly pigmented and fairly interesting. The new blushes, whilst pretty are a bit too shimmery and sheer. I like sheer shadows and blushes, but if I want to do sheer I’d go with a Japanese brand. They know how to do a sheer yet pigmented texture. Something few Western brands have managed to successfully emulate.
The new Rouge in Love lipstick too is lovely but its sheer and light, and the colours are, I find, a little boring and too safe. Perfect for the young lady just starting to try out lipsticks. It is by all accounts a very lovely lipstick. But the packaging and the ad campaign makes me feel too old to be even wearing it. Its nothing to do with age being a number, its just what I think looking at the products and campaign. I like the formula of Rouge in Love but I don’t like the feel of the packaging. I much prefer the more classic and classy design of the Rouge l’Absolu lipstick case, and its formula. It gave me something to aspire towards instead of handing it to me on a platter and I feel like a lady using it and it was what I wanted, when I was in the “Emma Watson target age group” of consumers. There was a bit of prestige about it that I loved.
Another example is the Blanc Expert whitening serum launched this year. Emma Watson is a lovely English Rose with a complexion to match. I personally don’t think using her in the ad campaign and making her look that white when I know she is so young, makes me want to try the product (I didn’t). So sadly, these days, whenever I see Emma Watson in a Lancome campaign, I go “Ooh she looks lovely!” but tend to switch off and think its just not targeted at me. Unfortunate, I say, because the products could well be good stuff.
On the other end of the scale is Julia Roberts who is I feel, much too far off the age scale from Emma Watson. I can’t identify with her either because I remember her from her Pretty Woman days which is when I was the target market for Lancome and that was so long ago! So I’m thinking “I can’t possibly be using what she’s using now! I’m too young!” Catch-22 situation eh?
So, that’s how I feel. The face of the brand can make me switch off my interest in the brand. Knowing that Emma Watson just turned 22 a few weeks ago emphasizes the age factor and target market more for me. I just feel that if Emma Watson, a young lady of 22 is using it, how can it be relevant to me, someone much older than she is? I think I am less affected if it was just a random model’s face used in the promotional ad. That way, I am interested in the product and have no thoughts on the person pushing it.
Are you affected by the celebrity face of a brand either positively or negatively? Does a celebrity face of a brand affect your perception of the brand or its products? This is something I’ve been thinking about for a while so perhaps its just me who feels this way. Please feel free to share your thoughts 🙂
Paris B
It only affects me when I really dislike the celebrity. In that case, I won’t pay any attention to the product. Otherwise, I let the products speak for themselves. I read reviews, try the products in store, read the ingredient lists and if I like what I see and think they may work well for me, then I’ll buy them, regardless of who the face of the brand is.
Haha I think most of us feel the same way 🙂 If its a celebrity we dislike, we don’t even want to go near the brand! 😀
I am mostly oblivious to names and faces of celebrities anyway, so I’d say that it won’t affect my buying decision at all. Unless.. it’s perfume. If it is a celebrity fragrance, then I tend to completely ignore it. I should give them their fair shake I guess (who knows what I might be missing right?), but there is enough juice to wade through as it is lol.
Oh yes! I totally ignore celebrity fragrances too! They all smell so generic or so sickly sweet I need to lie down after taking a sniff 😛
I think SK2 when Sammi Cheng used to be the spokes person I do go and buy it because of her!! But after using it I do still use it cause its really good for my skin.
I was better able to identify with SK2 when they were using just 1 celebrity. These days, they have so many I get so confused. But either way doesn’t affect me since the products do nothing for me 🙂
Yes it does, Michelle Phan… Im not trying to be rude but she has no skills, cyberbully and is lying to her very young fans. I would never expect myself to be affected by that… And I wouldn’t NEVER think that I would AVOID Lancome just because of her!
Ah that’s sad to know although I wasn’t aware of the other elements 🙁 I only know of her and that she has lots of fans but I don’t personally read her blog/youtube. But its interesting isn’t it how we can get turned off just because of the use of a celeb/face that we can’t relate to?
Personally yes I feel it does effect me,im not sure if it is positive or not. Slap a picture of Tsubasa Masukwaka on pretty much anything and I’d buy it. Somehow I feel “If I buy this,I will look like that” even though common sense tells me otherwise.
I think that’s what we may subconsciously think 😀 I’m not sure who Tsubasa Masukwaka is but I looked her up on Google and she reminded me of the dolly wink ads?
She’s actually the producer for Dolly Wink :3 so yeah. Plus she has another sub-make up line as well for lip glosses, lipstick, blush, foundation (compact & liquid) called Candy Doll. Personally I, too, feel the same way with Peachy about Tsubasa Masuwaka partly because she’s very very cute ;_;!
Then again Dolly Wink & Candy Doll lined items are quite pricey for me since I’m a student… but the products in these 2 lines are pretty good from what I’ve seen from reviews.
ahah yes that’s the one! ^_^
I’ve buy Dolly Wink products all the time, I have tried Candy Doll but the lipstick wasn’t so great so I havn’t tried anything else yet. I’ve also bough Palty hair dye which Tsubasa models for (It turned my hair green ahh Q_Q!) and Bambi Princess Mimi circles lenses from her! I really love the DollyWink products and Circles lenses. 🙂
Ahh ok 😀 I’ve never tried either brand but I have come across a lot of rave reviews for Dolly Wink mascara. Should give it a go eh?
It makes me curious. If I see a celeb I like representing a brand and speaking highly of it, I get curious to try it out. But, if I’m not impressed by it, I won’t buy! Specially if it’s for my skin since it’s very high maintenance and breaks out easily with most cosmetics! x
I think ultimately we all feel the same way. If its a respected celebrity, we might be more interested to take a look. If its someone we dislike we may never look at the brand again but ultimately it comes down to the products and how it works on our skins 🙂
I don’t really care for Hollywood celebs endorsing any brands. I am not very updated with all those big names. To be honest, I don’t believe they use the products they endorse unless it’s very high end. I remember L’oreal had this roller foundation thing. I refuse to believe Eva Longoria or Evangeline Lilly would even use it daily.
I actually prefer the Chinese celebs. I remember Michelle Reis campaign ad for L’oreal long ago and I bought the 2way foundation. But now that they use Fan Bing Bing, I feel zero connection when I see the ad. So yes, I guess it does affect previous consumers when companies change to a new face.
For the local market, I think Felicia Chin is quite successful as spokesperson for SilkyGirl. Some of the ads aren’t as interesting but because she has a positive image, the products sell.
Hahaha! Yes that silly roller foundation thing. It was like a joke! Awful product if you ask me >.< I also don't believe that Andie McDowell (who few actually remember!) uses L'Oreal all the time or that red carpet looks can be done with just L'Oreal or Maybelline. Good products in some cases but overall not great. But then L'Oreal is I think the biggest culprit. They have the MOST celebrities under their wing for every range, every brand, every line. Its mind boggling o_O I'm not familiar with Asian celebrities either. Bar Maggie Cheung and Gong Li, I can't tell the rest of the Bing Bings apart 😛
If it’s a celeb I like representing a brand, I’m ambivalent about it. However, if it’s a celebrity I don’t like, I will not purchase anything from that particular brand. As for brands that were created by the celebs themselves, e.g. Victoria Beckham, all the celebrity perfume lines, etc, I always avoid them, because I don’t believe the hype and how the celebrity “spends so much time to make sure it’s exactly what they want”. Meh.
Ooh! I feel the same way about celebrity makeup/fragrances! In fact, I’m starting to feel the same way about Designer makeup! And they charge a bomb for them too. But I know you’re a big Gaga fan right? So erm… her perfume how? 😉
:p I like Gaga but only for her music. Come to think of it, the only celebrity line I would actually like to try is Josie Maran. Does she count as a celebrity? It’s only because I’ve actually heard good stuff about it.
Hmm Josie Maran is a celebrity? I actually only know of her makeup/skincare… Actually I’m probably not your best celebrity-spotter lol
There’s yes and no for celebrity endorsement to influence my purchasing. I love Emma Watson!! Although she’s a bit younger than my age, I love how Lancôme make her so glam up with their makeups. But, of skincare for Blanc Expert she’s just too young for it. For skincare, SK2 that portrays celebrity from 20s, 30s to 50s. For an anti-aging products targeting into Different ages
Of consumers sounds a bit too wrong for me. I wouldn’t buy it though their skin really look good on tv commercial. One successful ads kik
Maggie Q for Olay. Her ages and wisdom definitely portrays the product effectiveness. I did get Olay because of her.
I think choosing a timeless face works better ultimately. Maybe Lancome hopes that Emma Watson will grow into the brand LOL! I’m not too familiar with Asian stars so I don’t feel anything when seeing their ad campaign. I guess since I don’t recognise them, they are just like models to me and I have more interest in the product. That said, the newest L’Oreal ad with Fan Bing Bing (I think) for the White Perfect Laser puts me off. Not sure why but I think the styling is just off 😛
I actually like the packaging of Rouge in Love as I find it quite “retro” looking (as in vintage) 🙂 But you’re right, the colours are not very exciting. I am so not bothered by celebrity endorsements and to me, it’s all about the quality of products and good packaging. I hardly take notice or know the faces of celebrities or models slapped on big brands these days, so I think that’s why it doesn’t affect me much. I usually have to google to find out more if I happen to be doing a review on a particular product or brand.
Haha I think we’re going to disagree on Rouge in Love 😉 I think oblivion is the best thing too. I just couldn’t help it when I saw the Blanc Expert promo and then Rouge in Love. Suddenly I felt too old for the brand… ironic when just 2 years ago, I’d have pegged it to be a brand too old for me! 😛
it will matter when i really like the cemebrity or otherwise 😛
vera wang’s lovestruck featuring leighton meester got me buying it right away!
If I’m not a fan (or dislike) the featured celebrity, it will put me off the product. Unless the product is well established and I know it’s good. But if I’m a fan of that particular celebrity, it doesn’t necessarily mean that I will buy the product either! fickle, huh? 😉 You know, I miss when Monica Bellucci was the prominent face of Dior makeup. Her makeup ads were stunning! Nowadays, I’m not so drawn to Dior ads.
I miss Monica Belluci too. She had that classic timelessness around her that made the brand more alluring. Sadly, she has been deemed too old 🙁
I will the spokesperson influences me in a complicated way. If I think a brand/product is not suitable to me, I will not buy even if they use celebrity I love. For example, Natalie Portman – Miss Dior. I love her, I love the commercial. And actually I love Dior (I have Dior lipsticks, eyeshadow and mascara). But that fragrance is just not my type….So I won’t purchase.
I am big fan of Hermoine :), I bought her wand haha, but have never bought any Lancome product. She is not helping the brand to rise my initiative to purchase.
I think for cosmetic category, friends’ recommendation and trial experience is more important for matured consumers like us.
Good question! It is definitely not the most important thing but I’ve noticed that I can ‘avoid’ the product if I really don’t like the ‘face’ behind it. But I am always happy to see the celebs I love on the promos. Think Monica Bellucci, Emily Blunt etc
Only if I can related to the celebrity example I’d buy anything endorsed by Halle Berry (because of her skin tone) and if I like them and respect them for their craft.
They won’t sway, but that’s exactly the reason I prefer random models.
And I do mean random – the less known the better.
When it’s some celebrity up there, it feels to me like the brand is paying too much attention to who’s selling instead of what’s selling.