+ info: IGI Global
A ‘celebrity endorser’ is any individual easily recognisable by the general public who leverages this visibility and goodwill to either appear alongside the product in an ad or endorse the product. This helps cosmetics brands to architect a strong brand image in the eyes of end users, a result due in large to the transference of the endorser’s trustworthiness to the brand she/he backs. The study revealed that mature female consumers were more likely to relate to an ad featuring celebrities of similar age as themselves and who are actual users of the product rather than armchair or hands-off endorsers.
