The Allure of Celebrity
Celebrities have been endorsing consumer products, or marketing their own, since the dawn of advertising. Today, nearly half (45%) of US beauty-buying females surveyed say they’ve purchased a beauty/personal care product (BPC) owned or founded by a celebrity in the past 12 months; with 52% saying they’ve bought from a celebrity-endorsed brand. But does the initial buy turn into brand loyalty, or will today’s recent tidal wave of celeb-backed beauty offerings evaporate to a mere trickle in short order?
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