Lights, cam­era, LIP­GLOSS!

Katie Holmes, Ri­hanna and Jennifer Anis­ton are the lat­est A-lis­ters to lend their star sta­tus to beauty ranges. Liz Jarvis checks out the trends in celebrity en­dorse­ments

Friday - - BEAUTY -

W

hen Jennifer Anis­ton was shoot­ing the movie

We’re the

Millers last year, she tried a prod­uct she liked so much that, as the fa­mil­iar say­ing goes, she bought into the com­pany. She’s now a co-owner and spokesper­son for the pre­mium hair­care range Liv­ing Proof.

“For years and years I’ve been asked to en­dorse hair prod­ucts and I’ve al­ways said ‘no, no, no,’” says Anis­ton, who re­cently be­came an am­bas­sador for nat­u­ral cos­met­ics com­pany Aveeno, but hadn’t leant herr name to a brand since she fronted thee ‘Be­cause I’m worth it’ cam­paign for L’Oreal in the 90s. Why? She wor­ried, she says, that “people would ask, ‘is this just an­other celebrity en­dorse­ment?’” and nott trust her as a re­sult.

“What caught my at­ten­tion about Liv­ing Proof is the com­pany’s unique ap­proach to hair­care – us­ing sci­en­tific tech­nolo­gies to of­fer women ac­tual proof in a bot­tle rather than hop­ing for re­sults.”

OK, that’s the sci­ence bit. The fact is that for A-lis­ters like Anis­ton, who are very pro­tec­tive of their pub­lic im­age, en­dors­ing a hair or beauty prod­uct doesn’t just mean lend­ing their name to it – they have to be sure it ac­tu­ally works. While some Hol­ly­wood stars con­tinue to opt forf theh more tra­di­tionaldi i l role l of brand am­bas­sador for cos­met­ics houses, in­clud­ing Ju­lia Roberts (LancÔme), Emma Stone (Revlon) and Gwyneth Pal­trow (Max Fac­tor), there’s a grow­ing trend for A-lis­ters to be­come in­volved and hands-on with ac­tu­ally cre­at­ing the ranges they’re say­ing they use.

Among them is ac­tress Katie Holmes. Al­ready the face of Bobbi Brown cos­met­ics, she re­cently joined forces with the cel­e­brated make-up artist to cre­ate the Bobbi & Katie

Collection, “the ul­ti­mate make-up line for to­day’s mod­ern woman”.

The range in­cludes a mini-brush set and a face pal­ette in­spired by one of Katie’s own favourite jour­nals and her “clas­sic de­sign sen­si­bil­ity”.

“I’m re­ally ex­cited to be a part of this,” said Holmes, who can be found modelling Brown’s limited-edi­tion Nude Glow collection. It’s an en­dur­ing part­ner­ship that clearly works for both sides.

Mean­while, in­ter­na­tional su­per­star Ri­hanna has col­lab­o­rated with Mac cos­met­ics on her RiRi Hearts range (in­clud­ing a Love, Ri­hanna soft golden brown bronz­ing pow­der and Bad Girl RiRi matte tau­pey nude lip­stick).

“Be­ing cre­ative is some­thing I love,” she says of the prod­ucts, which are en­cased in white-pearl pack­ag­ing with rose-gold de­tail­ing and her sig­na­ture. “I’ve been us­ing Mac on tour for so long it was a nat­u­ral fit for me.” Ri­hanna is also the face of the cos­met­ics line’s Viva Glam range, while Fash­ion Po­lice co-host Kelly Os­bourne and her mother Sharon re­cently an­nounced they would also be work­ing with Mac on a range launch­ing in June.

W hile it’s un­likely they’re putting on white coats and go­ing into the lab or sourc­ing in­gre­di­ents from around the world, in this so­cial me­dia savvy age, A-lis­ters are en­sur­ing they’re in­volved in the de­vel­op­ment and mar­ket­ing of any prod­uct or brand they’re as­so­ci­ated with. So why does celebrity en­dorse­ment still mat­ter, what do we as con­sumers get out of it, and how can it make or break the commercial suc­cess of a brand?

“Celebrity-en­dorsed beauty prod­ucts are very pop­u­lar in the UAE,” says celebrity make-up artist and blog­ger Na­jla Kad­dour. “The women here are very fash­ion­able and want to look beau­ti­ful. When­ever a

celebrity col­lab­o­rates with a beauty brand many women feel the need to buy the prod­ucts be­cause they look up to them. By buy­ing and us­ing the same prod­ucts as celebri­ties, they can recre­ate the look, which makes them feel and look beau­ti­ful. For ex­am­ple, Ri­hanna’s col­lab­o­ra­tion with Mac means ev­ery woman has the op­por­tu­nity to wear the ex­act same lip­sticks as Ri­hanna. And if she’s wear­ing it, it must be good, right?”

S o not only are we hop­ing that a lit­tle bit of star­dust will some­how rub off on us when we ap­ply that eye­shadow, lip­stick or bronzer, we’re also buy­ing into the trust we have placed in the celebrity (or their pub­lic per­sona, at least) – if they say it works, it must work.

“We buy celebrity-en­dorsed cos­met­ics be­cause it pro­duces a feel­ing of grat­i­fi­ca­tion,” says beauty ex­pert, au­thor and beauty coach An­to­nia Mari­conda. “It’s as­pi­ra­tional. But the ma­jor­ity of us will only buy beauty prod­ucts en­dorsed by a celebrity if we be­lieve the celebrity ac­tu­ally uses it.

“People be­lieve, for ex­am­ple, that David Beck­ham might use a Gil­lette ra­zor to stay groomed; but we take more con­vinc­ing that a celebrity or film star uses a rel­a­tively in­ex­pen­sive face cream or lip­stick when we know they have the top colourists and make-up artists at their dis­posal.”

Kad­dour agrees. “Celebri­ties have a huge fan base and mil­lions of fol­low­ers on so­cial me­dia. Usu­ally when­ever a big artist col­lab­o­rates with a big brand it sells out “It’s cru­cial that the celebrity has a pos­i­tive per­cep­tion in the minds of the pub­lic,” says Mari­conda.

“For ex­am­ple, Ni­cole Scherzinger is hugely pop­u­lar and has amaz­ing hair, so people are more likely to buy the sham­poo she en­dorses [Clairol’s Herbal Essences]; how­ever, when Brit­ney Spears part­nered with El­iz­a­beth Ar­den on her Mid­night Fan­tasy fra­grance in 2007, events in her per­sonal life af­fected sales. How a celebrity is viewed by the pub­lic can make or break a prod­uct.”

One thing’s for cer­tain: next time you pop to a beauty counter for the lat­est celebrity-en­dorsed lip­stick, you won’t be alone. A re­cent sur­vey by hol­ly­woodlife.com found that 72.5 per cent of women would buy the Bobbi & Katie collection, and it sold out; and last June Ri­hanna’s lat­est lip­stick for Mac sold out three hours af­ter go­ing on sale.

‘It’s cru­cial that the celebrity has a pos­i­tive per­cep­tion in the minds of the pub­lic’

im­me­di­ately. If celebri­ties sup­port a brand, that usu­ally means they be­lieve in the prod­uct, which leads to the cus­tomer be­liev­ing in it as well.”

The most suc­cess­ful part­ner­ships are the ones where the celebrity ac­cu­rately re­flects the essence of the brand – for ex­am­ple, Chanel and Ni­cole Kid­man.

How­ever, not all celebrity en­dorse­ments are suc­cess­ful: it’s also im­por­tant that a brand isn’t over­shad­owed by what­ever may be go­ing on in the star’s per­sonal life.

Bobbi Brown & Katie Pal­ette Dh409, Bobbi Brown

Katie and Bobbi make a great team

You, too, can shine bright like a di­a­mond Ri­hanna Hol­i­day Lip­stick in Bad Gal RiRi Dh110, Mac Ri­hanna Hol­i­day Bronz­ing Pow­der in Love Dh150, Mac

Get locks to match Ni­cole Scherzinger’s

BEAUTY

WHERE TO BUY

Liv­ing Proof hair­care prod­ucts start at Dh105, avail­able at www.spacenk.com

Bobbi Brown is avail­able in The Dubai Mall. RiRi prod­ucts are avail­able at Mac, The Dubai Mall. Herbal Essences

hair­care range from Dh7, avail­able across leading su­per­mar­kets. An­to­nia Mari­conda www.the­cosmedic­coach.com

Na­jla Kad­dour www.na­jlakad­dour.com

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