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Influence of celebrity endorsers in the perfume industry on consumers
Nowadays when you look at the advertisements of perfumes, there are very often celebrities promoting the perfume. This new trend has kept rising in the past years in many industries. Indeed, companies are trying more than ever to catch the eye of the consumer and celebrity endorsement is one of the most efficient ways to do this in the perfume industry.
Brands have many advantages when they decide to be endorsed by a celebrity. First of all, it raises brand awareness. Many studies have proved that advertisements with celebrities have more chances to catch the eye of the consumer. For example, the last advertisement for Chanel n°5 was endorsed by Brad Pitt, one of the most famous people in the world. Chanel’s decision to have Brad Pitt in its ad did not come from nowhere. They knew that people would talk about the ad and would want to smell the perfume because Brad Pitt was endorsing it. (Don’t hesitate to go watch the TV commercials about Brad Pitt in our category “What we like”). Therefore it is clear that people pay more attention to advertisements with celebrities and so to the product. For example in the perfume industry, celebrities will make customers want to go in the store in order to smell the perfume.
Furthermore, the bigger the company, the more budget it has to get a very well known celebrity. Indeed, one of the biggest goals of brands is to be talked about. And celebrities help them because they make very often the headlines all over the world. Indeed, Dior and Chanel have been competing for some years regarding the one who has the most famous and admired celebrity endorsers. As Chanel chose Nicole Kidman to advertise Chanel n°5 few years ago, Dior chose Charlize Theron for J’adore. Both are gorgeous women with an international positive reputation. A lot of women perfume customers know them and consider them as role models, and will therefore be carefully looking and listening to
Nowadays when you look at the advertisements of perfumes, there are very often celebrities promoting the perfume. This new trend has kept rising in the past years in many industries. Indeed, companies are trying more than ever to catch the eye of the consumer and celebrity endorsement is one of the most efficient ways to do this in the perfume industry.
Brands have many advantages when they decide to be endorsed by a celebrity. First of all, it raises brand awareness. Many studies have proved that advertisements with celebrities have more chances to catch the eye of the consumer. For example, the last advertisement for Chanel n°5 was endorsed by Brad Pitt, one of the most famous people in the world. Chanel’s decision to have Brad Pitt in its ad did not come from nowhere. They knew that people would talk about the ad and would want to smell the perfume because Brad Pitt was endorsing it. (Don’t hesitate to go watch the TV commercials about Brad Pitt in our category “What we like”). Therefore it is clear that people pay more attention to advertisements with celebrities and so to the product. For example in the perfume industry, celebrities will make customers want to go in the store in order to smell the perfume.
Furthermore, the bigger the company, the more budget it has to get a very well known celebrity. Indeed, one of the biggest goals of brands is to be talked about. And celebrities help them because they make very often the headlines all over the world. Indeed, Dior and Chanel have been competing for some years regarding the one who has the most famous and admired celebrity endorsers. As Chanel chose Nicole Kidman to advertise Chanel n°5 few years ago, Dior chose Charlize Theron for J’adore. Both are gorgeous women with an international positive reputation. A lot of women perfume customers know them and consider them as role models, and will therefore be carefully looking and listening to