Celebrity sells — and personal care products are certainly no exception to the rule. People idolize their favorite stars and they want to purchase products that will help them feel a deeper kinship to their idols. When a popular celebrity endorses makeup, a fragrance or a personal care product, people tend to at least subconsciously believe they’ll take on some of the same attributes by using the same product.
Market research company, Canadean, recently conducted a global survey on celebrity influence, finding that consumers do indeed purchase personal care products to feel connected to their favorite stars — especially those living in the Middle East and Asia Pacific. Brands can simply gain a competitive advantage by choosing the right superstar to represent them.
Survey Reveals Strong Celebrity Swaying Power
According to the survey, 27 percent of customers in Asia-Pacific and the Middle East, and 30 percent of shoppers in Africa, consider it vital or extremely imperative that a personal care product comes with a celebrity endorsement. Both of these regions are particularly fascinated by celebrity culture and the latest fashion trends and styles.
The celebrity endorsement trend is particularly prevalent in the personal care market, where many prominent brands are using major superstars to endorse their products. For example, Olay chose Kajol, a famous Indian actress as the face of its anti-aging cream.
The combination of celebrity brand ambassadors and social media has allowed brands to form deeper connections with customers. Companies can market their product endorsements on platforms like Facebook, Twitter and Instagram, which makes celebrities feel more accessible to consumers. Of course, this tactic is used by the rich and famous themselves as well, on their personal pages, as offering regular updates allows fans to feel closer to them.
“This greater connection leaves people aspiring to be like the celebrities, usually through similar consumption trends in terms of fashion and style, or by purchasing products endorsed by the celebrity,” said Canadean Analyst Safwan Kotwal.
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