The Business of Celebrities as Fashion Brand Ambassadors

Discussion in 'Fashion... In Depth' started by Benn98, May 26, 2017.

  1. Benn98

    Benn98 Well-Known Member

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    Proactiv Speaks Out About Kendall Jenner Backlash

    Proactiv is standing behind Jenner, but marketing experts say there's an authenticity lesson to be learned from the backlash.

    By Allison Collins on January 18, 2019

    Proactiv is standing behind Kendall Jenner.

    Speaking out for the first time since the backlash from Jenner’s endorsement of the line erupted, the acne-treatment brand is defending its new face, saying that she does indeed use Proactiv, and that they are trying to drive a conversation around skin positivity.

    “Acne has a terrible impact on your self-esteem; it has a direct link to increases in depression and is a topic that shouldn’t be shamed,” said Marc Kravets, general manager of Proactiv. “It should be an open conversation about getting your skin healthy. Some of that backlash we saw is exactly what we need to address this, and Kendall’s the perfect person to drive that relationship.”

    The Kendall-Proactiv deal — teased first by Kris Jenner on Instagram, and later unveiled during the Golden Globes earlier in January — has been a controversial one. After the commercial aired, people seemed to deep-dive into Jenner’s skin-care routine online, surfacing widely reported information that Christie Kidd, a Beverly Hills-based physician assistant, was the one taking care of Jenner’s complexion.

    The social-media-wielding public also took umbrage at Kris Jenner’s teaser post, in which she said she was proud of Kendall for sharing her “most raw story in order to make a positive impact for so many people and help foster a positive dialogue.”

    Kravets said that the brand approved that post. “We do have to agree on anything that’s posted,” he said. “Everything has to be cleared so we do coordinate on all communications, together with the family.”

    According to marketing experts, the teaser post was only part of the problem.

    The larger issue at hand — which brands are increasingly faced with in the age of information — was authenticity.

    “In the age of the Internet, there are a billion members of the truth squad, and it doesn’t take them long to put together an accurate picture,” said Erik Gordon, professor of marketing and business at the University of Michigan. “She’s particularly dangerous as an endorser because she seems to have no sense of how the public will react. Whether it’s the Pepsi ad or [something else], she seems to have no sense that the public wants to hear the truth. [They will] put up with a lot of bad conduct on the part of celebrities, but they won’t put up with being treated like fools.”

    Gordon was referencing Jenner’s role in the 2017 Pepsi commercial that was widely accused of downplaying the Black Lives Matter Movement. There was also the 2018 interview with Love Magazine where Jenner touted being selective about which runway shows she walks in, which received backlash from less affluent members of the modeling community. Less dire, there was also the time in 2016 when Jenner told reporters she “won’t wear much makeup” for every day while promoting Estée Lauder’s now defunct Estée Edit makeup collection.

    “It’s the world we’re living in right now,” said Cecilia Gates, chief executive officer of Gates Creative. “You can’t get around it if you’ve tweeted something, if you’ve said something, even Instagram stories…people can screen grab it and have it forever. Everything you’re doing is an archive and people aren’t that forgiving right now.”

    According to Gates, while other celebrities, including Justin Bieber and Jessica Simpson, have worked with Proactiv, people were extra skeptical about the Kendall-Proactiv deal because Jenner’s following is so large. Plus, she signed on as a spokesperson during an era of radical transparency. Jenner has 102 million followers on Instagram — Simpson has 4.4 million. And when Simpson signed with Proactiv, Instagram wasn’t even around.

    “These new consumers do their homework and they see someone like Kendall Jennerfor Proactiv, and they’re like, ‘she hasn’t been talking about this and this doesn’t seem authentic,'” Gates said.

    Jenner has since posted about Proactiv, on Jan. 17. Through Proactiv, Jenner declined to comment for this story.

    Kravets declined to talk about the terms of Jenner’s contract, but did say the brand has a “content roadmap” in place. “We’ll definitely be doing more collaboration work with her,” he said. “She’ll be posting more on her experiences with Proactiv and opportunities she can offer her fans that come exclusively from Proactiv, as well as amplifying some of her content.”

    While fans may not have been seeing the brand as part of Jenner’s usual posts, Kravets says that she is indeed a user, and has been using the ProactivMD line of products that contain a retinoid formulated to fight acne. “We went through an extensive process with her before the contract was signed where she used the product, commented on her results, collaborated with us and made sure that this was a product that worked for her,” Kravets said.

    “There was a vetting process,” added Megan Macdonald, senior brand manager.

    “What she told us is that she tried everything and she got some short-term results and then got the problem back,” Kravets continued. “Sometimes it came back less, sometimes it came back worse, but no matter what she tried, no matter who she talked to, she continued to struggle with the problem, and that’s evidenced by the events at the Globes last year,” he said.

    Proactiv said that Kendall Jenner has been using a line that contains retinoids.

    In her Proactiv commercial, Jenner takes a trip down memory lane to the 2018 Golden Globes, which resulted in public criticism related to her acne. It also resulted in support, though, for her attendance at the event, even without a flawless complexion.

    “We really want to be able to bring [acne’s impact] into the light and make this an open conversation about skin positivity and drive that narrative about it’s OK to have acne, it’s like any other condition you have to heal, you shouldn’t be ashamed or embarrassed, but you should be OK with clearing it up,” Kravets said.

    For all the social media outcry surrounding the campaign, there is significant support, too: sales are up, according to Kravets.

    “For the first full week of our relationship with Kendall, our new subscribers, one of our key metrics, were up 30 percent year-over-year for the first week of the campaign,” Kravets said. That includes Proactiv’s direct business — not sales at retail partners like Sephora and Ulta Beauty, though Kravets said the brand is also seeing a lift on Amazon.

    Using a famous face to drive sales is a common practice in the beauty world — but it’s also something that is likely to draw critiques from consumers if it doesn’t feel genuine to them, the experts said.

    “We know that celebrity and influencer endorsements have proven to work over the years,” Gates said. But in the age of social media, “if it doesn’t pass the sniff test [for consumers], they’re going to dig in.”

    WWD.com
     
  2. Morgane07

    Morgane07 Well-Known Member

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    I guess Kris' dramatic announcement probably intended to target severe acne sufferers as her message implied it was about a very serious issue. I wouldn't be surprised if it was Proactiv's idea - to attract people with more severe acne. It's so manipulative from all involved to use Kendall's own story when her acne was actually treated by a top physician and very unlikely by cosmetic creams since acne is a hormonal/internal issue.
     
  3. LoveFashion25

    LoveFashion25 Member

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    Personally I think Chanel needs to revamp who their ambassadors are. A lot of them don't scream Chanel and it can be off putting.
     
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  4. CommanderTMugler

    CommanderTMugler Well-Known Member

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    I still don’t understand Kristen Stewart, but Margot Robbie I love for Chanel, or the idea of what Margot Robbie and Chanel could be. I’ve been pretty disappointed with her outings, especially at the Oscars.
     
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  5. LoveFashion25

    LoveFashion25 Member

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    Kristen Stewart does not fit Chanel AT ALL! I still do not get it. I really don't understand the minds at Chanel who chooses these ambassadors. I really don't get the Smiths or Lily Rose Depp.
     
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  6. MDNA

    MDNA Well-Known Member

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    WWD

    BOMB.
     
    Benn98 likes this.
  7. Benn98

    Benn98 Well-Known Member

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    God, what a despicable thing to do! :sick: It's not an order that you can just cancel!?! My main issue is not the issue of abortion but the gross disrespect for someone else's body.
    Reminds me of the story about that Australian couple who hired a Thai surrogate and got twin boy and girl, but the boy suffered from Down Syndrome. So they didn't want to keep the boy and demanded the Thai surrogate keep him. The Thai surrogate ultimately demanded they return the girl as well and the Australian court refused her claim.

    This was the last thing Prada needed right now. They've thrown so much money and hope at this new Raf Simons partnership and now the country whose support they need more than anything will likely shun them. LOL. Can't say I feel sad for them.
     
    #47 Benn98, Jan 19, 2021
    Last edited: Jan 19, 2021
    JohannesL and dsamg like this.
  8. LoveFashion25

    LoveFashion25 Member

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    Does anyone know how lucrative a contract with Chanel or Dior is?
     
  9. Benn98

    Benn98 Well-Known Member

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    Louis Vuitton Rolls the Dice With New Ambassador Liu Yifei
    [​IMG]
    Louis Vuitton chooses the star of the Disney motion picture Mulan, Liu Yifei, as its brand ambassador. How will netizens react?

    What Happened: Louis Vuitton has announced that Chinese actress Liu Yifei will join its ranks as a brand ambassador alongside names like Alicia Vikander, Emma Stone, and Léa Seydoux. A Spring 2021 campaign that will star Liu and be directed by Nicolas Ghesquière, the artistic director of its Women’s collections, will follow shortly. Liu is certainly riding a wave right now; she is also the global spokesperson for adidas, was featured on the cover of Vogue China, and plays the lead in Disney’s blockbuster live-action remake of the Chinese folktale, Mulan.

    Business in China is booming for Louis Vuitton, with CEO Michael Burke hinting that it has doubled despite the COVID-19 pandemic and price hikes. Global ambassador Kris Wu’s influence was previously credited with helping the house improve its digital performance in China, particularly in menswear. Therefore, all eyes are now firmly set on Liu with the hopes she will do likewise.

    Jing Take: On paper, there is a highly-bankable upside to Liu’s hire for the valuable China market, as LVMH’s largest brand has surely done its due diligence. The talented Wuhan actress boasts a vast Weibo fanbase of 68 million, overshadowing Wu’s. And as an American citizen, she has more international appeal than her China-based counterparts.

    However, choosing a luxury brand ambassador is always a minefield in China. High-profile mishaps have dogged several companies, and Liu herself is no stranger to controversy. In August 2019, the actress reshared content displaying support for Hong Kong police and received a large backlash from Hong Kong citizens. The subsequent hashtag #LiuYiFeiMulanBoycotted# now has over 1 million views.

    That made her adidas appointment in December of 2019 rather rocky as well, and the Hong Kong store was attacked following the announcement. But overall, the online reaction to the announcement was positive.

    Roughly 90,000 netizens rushed to her defense with remarks like “Yifei Liu, you’re the best” and posted pictures of her sporting looks from the label. And while Disney’s film has been universally panned, Chinese publications and government officials have offered Liu encouragement, praising her as “a modern Mulan,” since, even today, very few Chinese stars land leading roles in Hollywood movies.

    Jing Daily
     
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  10. Phuel

    Phuel Well-Known Member

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    Thanks Benn. This is heartbreaking how heartlessly greedy the suits are: They'd wh*re out their mothers if it meant a slightest gain in profit margins.
     
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  11. Benn98

    Benn98 Well-Known Member

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    It's downright vulgar. This is why I can't stand Vuitton, awful clothing aside. It's all about the bottom line for them. I don't even know how many ambassadors they have right now, but I'm sure it's nearer to 10?
    I'm surprised they went with Liu Yifei considering how they've burned their fingers with Fan Bingbing.

    But who knows, maybe this is their form of 'protest' in solidarity with HK.
     
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  12. Phuel

    Phuel Well-Known Member

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    It’s not as if there is a shortage of Chinese stars… That they chose her is such a f*ck you to HK’s fight for democracy and to all those that put their lives on the line to fight mainline China’s dominance over them.

    (It's even more insidious, sinister of a move since they know that the majority of Western SJW really aren't interested in supporting HK's plight. They've crunched their numbers and know they can get away with this. Disgusting.)
     
  13. rebel

    rebel Well-Known Member

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    Chanel’s Latest Ambassador is Gossip Girl’s New Star

    Look_03_126FINAL.jpg

    vogue

    Many celebrities wear Chanel, but few join the ranks of its ambassadors. Over the years, the French brand has sought out talents ranging from French cinema legends (Carole Bouquet), Hollywood A-listers (Kristen Stewart), and K-Pop idols (Jennie Kim of Blackpink). This year, a new name was added to the list of Chanel’s US Brand Ambassadors: 18-year-old Gossip Girl actress Whitney Peak.

    The reboot of the beloved aughts series isn’t premiering until later this year, but fans will recognize Peak from her roles on Netflix’s Chilling Adventures of Sabrina and the Aaron Sorkin-directed Molly’s Game. For her part, Peak can’t believe the enviable position she finds herself in as a burgeoning star and designer muse. “Honestly, I never dreamed I’d get the attention of such a reputable house, let alone the pleasure of working with and representing them,” she says. “I’m looking forward to showing how versatile and timeless Chanel is.”

    Full text www.vogue.com/article/chanel-ambassador-whitney-peak-gossip-girl-star/
     
  14. CommanderTMugler

    CommanderTMugler Well-Known Member

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    BTS is LVs new ambassador. What about the girls from Blackpink? Are they each an ambassador for separate brands or just taken in for a season or two?
     
  15. RinaS

    RinaS New Member

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    Each member is an ambassador for separate brands but the only one that has been on a campaign yet is Rosé for Saint Laurent Mens FW 2020.21.
     
  16. RinaS

    RinaS New Member

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    For me it's the other way around, I think Stewart fits Chanel well while Margot Roobie is too conventional for it.
     
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  17. missbluejean

    missbluejean Active Member

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    Speaking of BTS, I really hope that LV did not just hire them to cover up all of LV's controversies lately :rolleyes:

    Each of the Blackpink members are ambassadors for different French houses: Jennie is House Ambassador for Chanel while the other 3 are Global Ambassadors for YSL (Rosé), Dior (Jisoo), and Celine (Lisa). Each member are ambassadors for different Beauty brands too.

    Rosé and Lisa already appeared in the FW20 ad campaigns of their respective brands while the other 2 members have yet to appear in global campaigns if I'm not mistaken. Though we should expect more campaigns from them in the near future since they are still GAs and their brands really love them.

    Jennie was shooting something for Chanel recently but I'm not sure if it's a campaign.
     
  18. missbluejean

    missbluejean Active Member

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    Rosé appeared in all of YSL's campaigns that season - Women's, Men's, denim, bags, eyewear..
     
  19. RinaS

    RinaS New Member

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    The first sentence makes zero sense. About the second one, Lisa wasn't in the Celine FW20 campaign, she had some shots for Celine Essentials but I never saw them displayed in their stores or in mags.
     

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