. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel
endorsement to the products the salon”
Melissa Dennis
Editor, Irish Beauty
Sarah Beirne
Sales & Marketing Manager at French Cosmetics
“Depending on your salon’s ethos and targetmarket, not all celebrities will appeal to all of your clients”
“When you are choosing a brand or product that relies on celebrity endorsement for its exposure, you need to consider how credible that ‘celebrity’ is, and whether they sit well with the ethos of your beauty business. Is that celebrity the kind of person who walks into your salon? Is she / he familiar to your clients?
“Today it’s so common for a brand to associate itself with a well- known personality – whether that be amodel, actress, reality TV star or singer – that it would be easy tomake themistake of thinking that every piece of PR (public relations) linked to that celebrity will be positive to your business; unfortunately this isn’t true.
“Think about which celebrities your chosen brands affiliate themselves with – are they sophisticated Hollywood actress and supermodels that grace the runways of seasonal fashion shows, or are they glamourmodels and reality TV ‘stars’ whose lives are lived out through the tabloid newspapers and Twitter gossip. Depending on your salon’s ethos and targetmarket, not all celebrities will appeal to all of your clients. Amature actress in her 50s praising a skin care line is unlikely to draw in the under 25s, for example.
“Essentially, the purpose of a celebrity endorsement is to encourage people to ‘buy into’ that product’s concept – would your clients want to live like them, look like themand be as successful as them?
“Sometimes a celebrity will genuinely love a product and has no qualms about praising a certain brand in amagazine interview, exposure thatmost product houses could only wish for, so take magazine cuttings and keep an up-to-date folder in your reception area for clients to browse.
“To sumup, it would be amistake to base your purchasing decisions solely on a celebrity name –make sure you research a product well, look at its ingredients and the claims itmakes, take on board themarketing support you will receive fromthe supplier, and research whether it would appeal to your clients.”
“It is important that the product quality is of a high standard as well as having a celebrity endorsement”
“Celebrity Endorsement has a proven impact on consumer behaviour effecting their perceived product quality and uniqueness.
“In Ireland we tend to look to the U.S. in particular L.A. for the newest or latest celebrity-endorsed products or ‘crazes’. In general, people tend to believe that celebrities know better when it comes to beauty, due to their lifestyle and red carpet showcases. Celebrities also bring an air of familiarity to a product. People tend to listen more and believe easier a celebrity then some other unknown person.
“Different celebrities are used for different purposes, for example, a beautiful actress is likely to endorse beauty products while athletes are more likely to promote weight loss products.
“Today companies choose to use celebrities as endorsers in their marketing campaigns to survive and moreover to reach at excellence in competitive ‘shake-out’.
“Brand recognition and a familiar celebrity endorsement are all contributory factors to the end consumer’s purchasing decision process. If a beauty salon owner has a stock of a product, brand or treatment that is celebrity endorsed then the likelihood is that the consumer will purchase that brand over and above a non- endorsed one thus giving the salon a competitive edge.
“Consumer demographics play a big part in this space also, so if you have identified a need to increase footfall of younger age- profiled clients into your salon well then it is important to have a celebrity endorsed product that they can relate to.
“However, it is equally as important to point out that given the nature of the beauty industry it is important that the product quality is of a high standard as well as having a celebrity endorsement otherwise one would be left open to consumer complaints and problems and no further repeat sales. The key is to get a balance between the two.”
If you have any questions you would like to put to our panel, email us at
melissa@aitireland.com
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