L'Oréal cashes in on Cole factor

Celebrity's role as the face of Elvive shampoo increases buzz scores for beauty product manufacturer

Cheryl Cole: star attraction
Cheryl Cole: star attraction

Brand

Elvive

Brand owner

L’Oréal

Media agency

ZenithOptimedia

Creative agency

McCann Erickson


Marketers have been using celebrities in commercials, print campaigns and promotions for years – because, done properly, it works.

The general belief is that advertising messages delivered by celebrities provide a higher degree of appeal, attention and, possibly, message recall than those delivered by non-celebrities.

Marketers also claim celebrities affect the credibility of claims made, increase the memorability of the message and create a positive halo effect that can be generalised to the brand.

Celebrities grab the viewer’s attention, but whether they boost sales of the product depends on proper celebrity casting. Selecting the right star to pitch your product means finding the person your audience can relate to – and your buyer wants to believe.

The appeal of Girls Aloud singer Cheryl Cole, who has achieved mass popularity as a judge on The X Factor, is unmatched in the fickle world of modern celebrity. The announcement in August that she had been appointed the face of L’Oréal’s Elvive shampoo and conditioner came as no surprise.

L’Oréal took the unconventional decision to drive consumers directly to its TV ads by advertising in the national press the time the ads featuring Cheryl Cole would air – an unusual strategy, but no doubt made easier by Cole’s star status.

In fact, the media hype in the weeks before the ad’s launch on 9 October created more buzz than the ad itself.

Between 7 and 11 September, the brand’s buzz scores increased nine points from -2 to +7. The ad itself created a smaller increase of one point from +5 on 8 October to +6 two weeks later. The campaign had the biggest impact on the brand’s general impression score, which rose from +20 to +24 over the same period.

Using celebrities in advertising is likely to continue long into the future and as long as the modern celebrity culture continues, there will be no shortage of talent to fill the need.

Getting the celebrity strategy right is a challenge, but, if done correctly, brands will achieve better response and higher sales volume.

 

 

 

 

 

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email