For decades companies have used celebrities to endorse their brands. It’s a known fact that this is one of the most effective ways to boost a brand’s image. Today I want to share with you how artists who are popular among fashion lovers can be beneficial for brands.
One of the most talented artists Rita Ora is not only famous for her music but also her great physique which led her to become the new face of Adidas. Rita Ora collaborated with Adidas for Spring/Summer ’15 and was described on the Adidas website as a “muse, actress, style icon and musician.” The collection finds it’s inspiration in “pop art, Asian symbols, billowing smoke and futuristic x-rays”. We can definitely see why she was chosen by the company to endorse their sports oriented brand. Her endless talents and charismatic personality make her the best candidate to promote the athleticism of the worldwide famous brand.
As shown in the pictures above, Rita Ora fits the “sporty” image perfectly and her celebrity image combined with this new one helps establish a certain brand image that the company is trying to achieve. This in turn will target their specific audience, making them feel as if they can also achieve the image that the celebrity is presenting. Therefore, Rita Ora has, and other celebrities have, helped the company build a strong brand image and make customers remember ads through the face of the celebrity.
Katy Perry is another musician who has a huge fan base that is made up of a lot of fashion and make up lovers. Since Katy Perry is a make up lover herself, it’s no surprise that she decided to collaborate with CoverGirl. The CoverGirl makeup #instaGlam collection debuted on Instagram in April and launched in stores July 2014. CoverGirl said that Katy is a “fresh-faced star [that] embodies all of the elements that make up a stunning CoverGirl” and that “she truly defines inner and outer beauty”. We couldn’t agree more with these statements.
Celebrity endorsement like this builds a superstar status that makes customers believe that these products are used by celebrities and are of that status. This is definitely beneficial for brands as many people seek the luxury of products that celebrities are known to use. Also, the products stand out so much more when used on certain celebrities. The perfect example for this is the Katy Perry and CoverGirl collaboration. Katy’s naturally bold features define the makeup beautifully, making everything look almost ethereal.
Overall, the most beneficial point for brands when they use celebrities is the already built fan base which will buy almost anything if it has their idols’ face on it. I know I’m guilty of doing this all the time and companies rightfully use this weakness of fans to their advantage.