H2O Magazine

Celebrities’ impact on people is very significant. People tend to believe that celebrities know better when it comes to beauty, fashion, healthy way of life and many other aspects of life. Different brands understand how influential the celebrities can be and they use this power to influence people to promote their products. This is the major reason to involve celebrities in brand promotion and include them into infomercials. Celebrities also bring the air of familiarity into this interaction with audience. People tend to listen more and believe easier a celebrity then some other unknown person. To achieve the highest level of influence on the viewer celebrities are chosen for infomercials according to the following criteria: their trustworthiness, physical attractiveness, expertise and similarity to the target audience. A beautiful actress is likely to endorse beauty products while athletes are more likely to promote weigh loss products.

Different brands are very serious about their marketing campaigns. They want it to be smart, intelligent and attention getting. Involving a celebrity with the same parameters is a great way to achieve the set goals. Gucci knows that having big names to back up their products is the best marketing move. When Rihanna appeared in their bags and purses ads, they knew it was going to be successful. And it really was.

It is a common fact now that different beauty products are endorsed by A-list celebrities. Eva Longoria advertises the skin care products and cosmetics by L’Oreal Paris together with Claudia Schiffer, Penelope Cruz, Andie MacDowell and other popular celebrities. They show how effective the L’Oreal beauty products are. And it is partially due to their personal involvement that this brand is one of the most popular and well developed ones.

Some celebrities do not only endorse some products but they bring public attention to important social and environmental issues. Eva Longoria participated in the campaign for reusable bag popularization. She discussed the importance of recycling and how people can contribute to the environmental integrity by using reusable shopping bags. This is a very altruistic step for celebrities to endorse good ecological sense.

Many celebrities endorse different health products and sports equipment. Chuck Norris endorsed Total Gym. He participated in a number of infomercials. Taking into consideration that Chuck was in great physical shape, his words were highly persuasive. He appealed to the target market of this brand and as a result it turned out to be a win-win cooperation. Another celebrity endorsing sports products is Susan Lucci. She endorses the Malibu Pilates equipment. She was 60 years old when she started this campaign and she really broke a couple of stereotypes including the one that it is hard for older people to get in shape. She proved that it is possible and thus increased physical activity among older people.

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