Celebrity influence continues to play a key role in consumers’ purchases of beauty products, expanding in all areas from fragrance, to makeup, to personal care. The power of celebrity is now especially popular in certain global regions.
 
A new study by Canadean finds that consumers, especially in Asia Pacific and the Middle East, want to feel connected to celebrities and create this link by purchasing personal care products endorsed by them.
 
According to a global survey conducted by Canadean, three out of 10 consumers in Asia-Pacific (27%) and the Middle East and Africa (30%) find it either important or very important that a personal care product is endorsed by a celebrity. This comes from a strong interest in celebrity culture and the latest fashions and styles in these two regions. 
  
This trend is especially visible in the personal care market where a great number of brands are using celebrities to endorse products. “Manufacturers know that celebrities play an important role in people’s lives and offer consumers the chance to create a perceived link between them and the celebrity,” says Safwan Kotwal, analyst at Canadean. 
 
For example, Kajol, a famous Indian actress, was selected by Olay to be its anti-aging cream brand ambassador. “This was a shrewd move by Olay, choosing a household name to promote the product to middle-aged women. The slogan ‘Join me in the battle against ageing’ gives consumers the connection and makes Kajol someone they can relate to,” says Kotwal.
Social media allows deeper and more intimate connection
 
A key component in helping to build a connection between celebrities and their fans has been the rise of social media. Websites such as Twitter and Facebook have provided unrivalled access to the lives of celebrities, making people feel more connected and closer to their idols. “This greater connection leaves people aspiring to be like the celebrities, usually through similar consumption trends in terms of fashion and style, or by purchasing products endorsed by the celebrity,” says Kotwal.