STAR CURRENCY

From ENDORSEMENTS to entrepreneurship, CELEBRITIES are RESHAPING brand loyalty.

- PRIYANKA KATHURIA

Beauty brands have long understood the impact of attaching a famous face to their products, and for good reason. Addressing the key question as to how celebrity endorsements lead to the success of a make-up and skincare product, Harminder Sahni, Founder & MD at Wazir Advisors, says, “Familiarity is the biggest draw. With such penetration of social media, the consumer feels a sort of personal connection with celebrities and hence the urge to accept their recommendation and endorsement. Celebrities have not only replaced models but have expanded the market for endorsements. In my view, the overall impact may not be any different from using a model versus a celebrity. But no one dares to check.” With a massive following, an aura of glamour that is magnetic, and a sense of trust, celebrities already possess a wide consumer base—the fan base which supports them out of admiration.