Celebrity endorsements and partnerships have quickly become a go-to marketing strategy for probeauty brands both large and small.
Celebrity endorsements help drive brand awareness and raise brand perception by tapping into new markets, promoting specific brand attributes and challenging preconceived notions about the brand. When high-profile celebrities are seen using a product, it can help reassure consumers about the true quality of a product. Nobody can deny the power of celebs such as Katie Holmes, Gwyneth Paltrow and Jennifer Aniston.
Let’s take a minute to examine just a few of these star-powered beauty partnerships.
ng>Alterna Haircare announced its official partnership with actress and entrepreneur Katie Holmes as Co-Owner and first-ever Celebrity Spokesperson for the brand.
“Katie is the epitome of the beauty and health-conscious, stylish, discerning consumer we hope to reach,” said Joan Malloy, President/CEO of Alterna Haircare.
In a statement given by Holmes, she reveals that what attracted her to the company in the first place, was its “free of” philosophy, adding that the use of natural and organic ingredients echoed her personality, as well as her concerns for the environment.
[Image courtesy of Alterna Haircare/TSG Consumer Partners] [Pagebreak]
s to offer women actual proof in a bottle rather than hoping for results. After using these products, I felt like I finally discovered a solution that works every day,” said Aniston.
[Image courtesy of Getty Images] [pagebreak]
ndon, but she’s still a winner! The 22-year-old former U.S. gymnast signed on to become TIGI’s Spokesperson.
“[Liukin’s] undeniable beauty, style and passion for life makes her a perfect personality for our brands,” said Vince Davis, GM of TIGI North America.
[Image courtesy of AFP/Getty Images] [pagebreak]
LUXHAIR NOW by Sherri Shepherd, LUXHAIR WOW by Daisy Fuentes and LUXHAIR HOW by Tabatha Coffey are three celebrity-inspired collections that include high fashion wigs, hairpiece add-ons and hair extensions.
ir you’ve got. These aren’t wigs or extensions – they’re secret weapons,” said Tabatha Coffey on her LUXHAIR HOW collection.
mportant to maintain the health of my hair as every other part of my body, so I was excited to try ILLUMINA Color,” said Romijn. “Afterwards, I could immediately see and feel the positive benefits – and it couldn’t have come at a better time since my hair was showing the effects of being out in the sun after a family vacation and spending a lot of time outdoors.”
My favorite thing about ILLUMINA Color is that my hair not only feels healthy, but it looks gorgeous and luminous.”
In 2011, Romijn joined Celebrity Stylist and renowned hair entrepreneur, Ric Pipino, in opening the first ever Wella Flagship in North America at Pipino 57 Salon in midtown Manhattan, New York.
[Photo courtesy of FilmMagic/GettyImages]