Beauty - Expert Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
“How important is celebrity I use in
Lydia Sarfati
Repêchage CEO & Founder
Liz McKeon
Beauty Business Expert
“When your brand is endorsed by a celebrity, be sure your clients know it!”
“Celebrity and editorial endorsements to the products used in your salon can help generate new business and keep your current clients. Many salons spend thousands of euros each year on advertising and spend little or no effort on public relations. In fact, many are confused on how PR and advertising are different. In advertising, you create an image for your company that you pay to be published in a newspaper or shown on television. While advertising certainly creates attention for your business, it lacks the credibility that good celebrity endorsement or PR can do for free.
“A youthful celebrity with beautiful, glowing skin personally promoting the products your business utilises lends credibility that no amount of money spent on creating a fabulous advertisement can do. They are flawless and on every cover, who wouldn’t want to use the same face cream as one of today’s ‘It’ girls? We all know that word of mouth is the best form of publicity, it is even better if those words are coming out of the mouth of a celebrity on the evening news!
“Look for a skin care company with a strong dedication to their Public Relations and celebrity outreach. The bigger a consumer following your skin care brand has, the more free advertising you will receive for your salon. When your brand is endorsed by a celebrity, be sure your clients know it! Testimonials around the salon, posting on your Facebook page and email blasts are a must when your brand or your salon receives any kind of editorial or celebrity endorsement. You have to make your PR work for you!
“Although you should choose a brand with strong PR, don’t just sit around and wait for them to bring attention to your salon or Spa. Invite local celebrities and editors in your area to come in for complimentary treatments. It is important that your products are praised, but it is even more important that your business and your services are praised too!”
Jade Harris
Marketing Manager at Dermalogica®
“A sign of a celebrity is that their name is often worth more than their services!”
“The impact of celebrity endorsement on an overall brand is a significant one. The rise of celebrities endorsing brands has steadily increased over the past number of years. Marketers acknowledge the power of celebrities in influencing consumer purchasing decisions. It is an accepted fact that celebrity endorsements can bestow attributes on a product that it may have otherwise lacked.
“Celebrity endorsements improve brand awareness, refresh brand image, add new dimensions to the brand, provide instant credibility and PR coverage. But, what is a brand? Simply stated, a brand is a differentiated product and making it stand out due to its name, design, style, symbol, colour combination, or usually a mix of all of these.
“A celebrity is used to impart credibility and aspirational values to a brand, but the celebrity needs to match the brand and that brand needs to match your salon. Celebrities are great at generating attention, increasing positive attitudes to the product and there is an explicit fit between them and the product. It is desirable that they create such positive attitudes to the brands that there is a link between their endorsement and actual sales.
“As a salon owner, the question you have to ask yourself is: are you maximising your marketing opportunities associated with your product celebrity endorsement?
“Brands have been leveraging celebrity appeal for a long time. As soon as a new face ascends in popularity, advertisers queue up to have it splashed all over. The advantages of working with a salon brand that has celebrity endorsements are: ensured attention, lots of PR coverage, mass appeal, rejuvenating a stagnant brand, psychological associative benefit and, most importantly, increased sales opportunities.
“In your salon, using a brand with a celebrity endorsement will only benefit your sales if you maximise all marketing opportunities.”
“Customers love to hear when their favourite star uses their product of choice”
“Since Dermalogica as a brand will never pay a celebrity to endorse our products, we appreciate when someone that is recognised by our customers endorses a product as that recommendation carries so much weight with a consumer.
“We have a great list of high-profile celebrity fans, and our skin therapists and customers alike love to hear when their favourite star uses their product of choice.”
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