A recent study has shown that only three per cent of consumers consider celebrity endorsements as an important factor before purchases.
A survey conducted by Indian Market Research Bureau (IMRM) reveals how consumers are no longer attracted to celebrity fashion lines or the like because of celebrity overexposure.
Leading international marketing firm JWT India’s CEO, Colvyn Harris, said that it is critical to create a perfect match between what the product and celebrity stand for, individually.
“No star can add value if intrinsically there is a mismatch to the brand.” Mr. Harris said.
This mismatch is evident in the distasteful births of many celebrity fashion and cosmetics lines which these days, devalues the product rather than enhance it.
Thus …
Despite the underwear brand name, Ian Thorpe is no longer IT. In fact Thorpe no longer “is” either.
Also it is clear that Britney Spears is anything but Curious. No explanation needed.
Only confused people would buy P. Diddy’s Sean John because he still cannot remember his name even at the age of 39.
However, one cannot name celebrity lines and neglect Paris Hilton, who (Donald) Trumps all the others. After releasing the fragrance Just Me, many consumers where left asking “Anything else, please?”
Little did they know, there was a lot more coming.
The “star” who dressed as Alice from Alice in Wonderland last year for Halloween, looked more like another manufactured character; the William Hung of The Pussycat Dolls Present: The Search for the Next Doll. Nevertheless, Hilton lived up to the theme of Alice’s waywardness and has since misfired an array of songs, movies fragrances and even (unfortunately) books.
As an “actress” Paris shone to stardom predominantly by being herself, evident in one of her most famous pieces One Night in Paris, and the more family-friendly Simple Life. Even so, life was not so simple as Paris proceeded to cook pancakes on clothe irons and fake a feud with token fat friend (admit it, everyone has one), Nicole Richie.
Hilton, who breaks the law as often as you pick your nose in winter, was famously gaoled after violating her probation by driving while intoxicated. Upon release, Christianity suddenly became to her, what Scientology is for Tom Cruise, despite telling Larry King she “doesn’t have a favourite” Bible passage.
If you could argue air could be put in glass: Paris’ head would be the one half empty.
The living end-product of Entrepreneurship For Dummies (cassette edition) has showed the world she Can Can pose transexually and seductively to promote other perfumes such as the original Paris Hilton and Heiress; because a little bit of air in the head is never enough.
In December 2007, Hilton joined forces with RICH® Prosecco to promote wine in a can. When you are famous for being drunk; partying, driving, working, hitting it up with randoms and giving it up to randoms- why not?
While one may mock Hilton, her success in the eau de toilette department is undeniable as Parlux sales increased by 47% due to Hilton’s fragrances.
The eau de toilette is clearly where Paris belongs.
