The Truth Behind Celebrity Endorsements
Okay, so I have a serious bone to pick. I know, sometimes I write announcements about this or that celeb uses this or that product, and hey, I don't make the news, I just report it. But when I got a press release stating that a certain brand was the premier go-to for the Sex and the City gals and crew, it was just kind of the straw that broke my well-exfoliated back, and I just kind of blew my top. Because after years working behind the scenes in the industry, I have to break the news: celebrity endorsements are a load of crap.
I have to assume that no one is overly disappointed. As savvy Product Fiends, I think we're all aware that just because Julia Roberts wears a certain moisturizer, it means just about nothing, right? But the fact that gossip rags and even some of our favorite, more prestigious magazines and websites continuously brag about who uses what clearly entails that someone out there must actually care and actually follow this advice (perhaps in the preposterous hope that it means some of us plebeians will actually benefit from a little stardust?).
Here's the real deal:
When a rag says: "Oh, so and so loves this product," what they actually mean is: "A junior staffer from our public relations team sent this to their agent and/or publicist in hopes that the star in question will eventually get their hands on it and actually try it." When a celeb's picture appears alongside a certain product: i.e. Uma Thurman for Lancôme, it usually means that they got paid a multi-million contract to say, "Sure, I love it. What a ruling product," when in reality, the only fountain of youth they adhere to is the one their plastic surgeon offers up. And when mags say, "Get this look!" when referring to some starlet's makeup and or skincare regimen, all they're actually talking about is whatever that writer and/or editor decides to fill in the blanks at the last minute before press time.
Okay, there I said it. Seriously, I know this sounds harsh, but just like airbrushing bothers me like the dickens, I get similarily incensed when I see faux celeb endorsements. So um, now ya know. Please, use this information wisely...
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