Celebrity Smells Like Success

Celebrities have become predominant endorsers for various fragrances, most famously Nicole Kidman for Chanel's No. 5 and Anne Hathaway for Lancome's Magnifique:

Celebrities, however, have taken full advantage of the perfume industry--becoming endorsers for their own fragrance. It seems as though every new star launches a perfume line. In fact, there are more new fragrances released in a year than in the 1970s and 1980s combined. In this competitive industry, stars know the power of their names--and so do the companies.

The article features rapper 50 Cent, who released his cologne "Power," had loyal fans lined up to buy the new scent. During the premiere of the line at Macy's, customers of the perfume had the opportunity to take a picture with the star. As an excited fan and customer of the perfume said: "It's not the perfume, it's his energy." This is a primary example of the fact that celebrity brands indeed sell.

The NPR article states that perfume is the best tool to monetize the celebrity, even more so that clothes, music or movies. The celebrity brands, such as J. Lo, Gwen Stefani and Sarah Jessica Parker, saves millions of dollars in advertising because the consumer has knowledge of the product from the moment it hits the counter. It is the name, not the perfume that sells.

Britney Spears launched her Circus Fantasy perfume on August 27, 2009 as a part of her theme for her newest record and world tour. Not only are her fans attracted to buy this product, but especially the younger demographic that hopes to emulate her power, popularity and sex appeal.

J. Lo's new scent, however, "My Glow," was inspired by the "glow" that motherhood creates. In contrast to her edgier fragrance lines, this softer scent seems to capture the love, pride and happiness that she feels as a new mother of twins. Regardless of the targeted demographic, it seems that celebrities can use their name as a strong and appealing brand.

Listening to Bono

I recently wrote about Bono and I just came across his guest Op-Ed in The New York Times. After reading that Bono has backed both conservatives and liberals, I was skeptical about his motives to support so many politicians. However, his opinion piece is very thoughtful and articulate. I recommend that you read it.

Bono is skillful in his delivery. First, he is able to convince any American who has doubted Obama's Nobel Prize that the president is not only deserving, but that his award is indeed the beginning of our ability to promote international growth, stability and peace. By the end of the article, he makes you believe that it's not just Obama that we're talking about, but America's reputation and everything it stands for. It's America and its tried and true legacy as a successful democracy that will allow us to strive towards the eradication of "extreme poverty, extreme ideology and extreme climate change." His article becomes rather uplifting and patriotic, making it hard to disagree with him. He mentions America's good standing in the world and even adds in a little self-deprecation about celebrities:

"That’s why America shouldn’t turn up its national nose at popularity contests. In the same week that Mr. Obama won the Nobel, the United States was ranked as the most admired country in the world, leapfrogging from seventh to the top of the Nation Brands Index survey — the biggest jump any country has ever made. Like the Nobel, this can be written off as meaningless ... a measure of Mr. Obama’s celebrity (and we know what people think of celebrities)."

What does this all mean? I think Bono is not only able to continue to uplift his image with his inspiring words, but he seems to become the master of celebrity endorsers. He is able to shift from one political group to another, from politician to politician, and still remain an effective spokesperson. I think this is quite fascinating compared to the very entrenched politics of the United States and the inability for many high-profile government leaders to move from one side to the other with the ease that Bono does. Bono possesses the ability to move seamlessly throughout the political world because he does not attack sides. He possesses the mass appeal that is needed for successful celebrity endorsements. Even though he was endorsing Obama, his integration of the American legacy into his article enabled his message to hold meaning for many people.

In his support of various kinds of politicians, Bono is also constructive in his commentary and for that reason, people listen. It isn't about Bono, it's about what he has to say. I'm stressing this because this is another important aspect of celebrity endorsements. For example, in the past, Pepsi dropped both Beyonce and Britney because the celebrities received more attention than the product. Their celebrity detracted from the product so completely that they lost their delivery and in turn, lost their deals with Pepsi. Bono, on the other hand, is able to use his celebrity power, to truly deliver his message. When reading the Op-Ed, I forgot that the words were coming from a world-renown musician. This is what makes a successful endorser.