The celebrity endorsement trend is on the way out, according to the latest research from a handful of different market analysts. The findings from the most recent studies discovered consumers are no longer quite so easily swayed by a famous face.
According to research by Mintel, the general public is eager to see endorsement by figures who are relatable. The study discovered 44 per cent of UK consumers would like to see an ambassador for a brand represent their age in make-up ads.
A further 28 per cent confirmed they want to see strong female role model in advertising campaigns, with only 23 per cent stating they would like to see someone known for their beauty.
Only 7 per cent look for a celebrity endorsement in a make-up brand, while 15 per cent wish to see someone who has had a successful career.
In China, Canadean discovered just 33 per cent of consumers believe it is ‘important or very important’ for personal care to be celebrity-endorsed.
Mintel senior personal care analyst Roshida Khanom explains of the findings: “Celebrities still spark beauty inspiration, but beauty shoppers are sceptical when they’re used for advertising campaigns. Women are still hesitant about advertising and there is desire for greater diversity in campaigns.”
