Celebrity endorsement is no-longer a sign of trustworthiness for consumers, according to research collated by beauty retail giant Feel Unique.
The company released an infographic that showed various recent studies on consumer responses to celebrities. The results highlighted that 44 per cent decided to buy a product when endorsed by friends or family, as opposed to 5 per cent who responded to celebrity endorsers.
Another survey conducted by research company One Poll found that adverts featuring celebrities are not securing a positive response from consumers, with 37 per cent more willing to pay for a product if it is endorsed by someone they know personally and only 3 per cent responding to a celebrity.
The right celebrity, used in the right way, can undoubtedly be a powerful brand asset,” Millward Brown analysts told CosmeticsDesign. But using a celebrity is no guarantee of effective advertising; overall there’s very little difference between the performance of ads with celebrities versus those without.”
Ordinary consumers have long been utilised in for , and L'Oréal Paris has already responded to the shift in consumer climate, removing celebrity endorsers in its recent campaign.
