Celebrity endorsements are one of the most successful marketing techniques a brand can use. So why not cut out the middle man? In recent years celebrity brands have become more prevalent, but as the Hollywood elite expand into business, consumers question the influence of celebrity status.
Celebrity brands and endorsements are nothing new, but there has been a serious influx over the past decade. Nearly 60% of celebrity brands currently on the market were founded in the last six years, according to a JLL Research statistic published by LA Times. Retail spaces celebrities tap in on include fashion, beauty, food and wellness, home improvement, and notably alcoholic beverages.
With a market this saturated, it can be hard for celebrities to stand out and advertise to consumers who aren't loyal fans. ASU marketing students said the key to a successful brand: passion and authenticity.
Jimena Chavez, a senior studying digital marketing and integrated communications, said it's the story behind the product that drives consumers to spend.
"Even though people like what celebrities do just because of that status, I think people are starting to like authenticity and storytelling," Chavez said. "And when someone has a story that you know touches you or it can apply to you, you're more likely to idolize, or purchase, or practice whatever it is that they're trying to influence you on."
An example of this story telling and genuine interest is Tom Holland's new brand, Bero. It's a non-alcoholic brewery, crafting alcohol-free beers to offer inclusion for all. The company was started because Holland had been vocal in interviews on his journey to sobriety. He said on The Rich Roll podcast he decided to stop drinking alcohol, which vastly changed his life for the better.
Authenticity presents itself in many forms. If it's not the care behind the brand, it can be a dedication to audiences.
Isabel Ramirez, a senior studying marketing, said an example of connecting with fans is Kendall Jenner's 818 tequila brand, because even if she's not entirely passionate about tequila itself, her marketing is intelligent.
Jenner's brand embarked on a college tour, visiting bars near campuses to promote the tequila and create a loyal fan base.
"I don't think people really were there for 818, but they were drinking 818, they were wearing 818 hats ... That's a really clever way, although she doesn't really have a tie to tequila making," Ramirez said "They marketed the alcohol itself to college students and their consumer group."
Of course, sometimes the celebrity is all you really need. Whether it's a brand endorsement or a company made from scratch, if loyal fans are dedicated to their favorite starlet, revenue will come in regardless.
READ MORE: Insight: Chipotle and e.l.f. Cosmetics's makeup line was strange yet intriguing
Praise Ifetogun, a graduate student studying business administration, understands the power celebrities have over consumers.
"It just depends on how much of a hold that celebrity has," Ifetogun said. "There are instances where the celebrity just has a huge hold in such a way that regardless of whether they're passionate about the products or not."
If a brand or endorsement feels inauthentic to a consumer, or if the celebrity behind it doesn't seem involved the advertisement, it won't be compelling enough for consumers to spend their money on.
"When your brand marketing relies so heavily on the celebrity that's connected with it, if it doesn't feel like the celebrity actually would use it, then the product's going to flop," Ramirez said.
Edited by Andrew Dirst, Sophia Braccio and Madeline Schmitke.
Reach the reporter at jagon128@asu.edu.
Like The State Press on Facebook and follow @statepress on X.
Jazlyn is a sophomore studying journalism and mass communication. This is her first semester with The State Press. She has also worked at Blaze Radio.
