Earlier this week, while on my way home from work, I was listening to the local radio station. While I was tuned in, I heard two of the DJs banter about how one of them has never used a moisturizer while the other acted disgusted over his coworker’s lack of skincare sensibility. I could only roll my eyes as one of the DJs then went on to brag about all the wonderful things that a particular moisturizer brand had done for him. Had it really though? It felt like a cheap, forced endorsement deal to me. It got me asking: how many products can really accomplish the things that celebrity (even local celebrity) endorsements offer and how many are pulling the wool over our eyes?
Endorsement deals are undoubtedly an effective marketing strategy. I will even admit that I once bought a tube of lip gloss because a favorite actress of mine was the spokes model (unfortunately it didn’t come with the team of makeup and beauty artists that she had, so I didn’t look as nice). But do the people endorsing these products really buy what they’re selling? From famous pop stars selling skincare serum to athletes promoting certain cars, it’s tough to tell who is passionate and who’s just getting paid. If I had to make a guess, I’d say it’s a bit of both.
For a major celebrity whose fans value their opinions, I find it tough to believe that they would attach their name to something they didn’t see at least some value in. While the same can’t always be said for the local DJ reading cheesy copy about the best moisturizer she’s ever used or the laser eye surgery that apparently turned her life around. If she lied, the backlash wouldn’t be nearly as severe. But the question remains: can a consumer count on endorsements made by one person just because they’re a fan?
Not if they’re a savvy shopper. A clever shopper would find quality products by relying on more than just one person’s opinions. Many companies now include reviews and testimonials regarding their items on their website and more reliable content can be found on third party sites as well. By seeing a variety of reactions from all sorts of customers, it is easier for a consumer to gauge how well a product would work for them. With the right research, any shopper can get a better idea of how a particular brand of clothing might fit them or a specific skincare line might benefit their complexion.
Don’t take merely anyone’s word at face value when it comes to trying new products. Remember that just because someone you like endorses a product, doesn’t mean it’s the best product out there. Even if a certain skincare routine did work for your favorite actress’s acne woes, there could be a better option for everyone’s specific skin type. Even if marketing ploys aren’t outright scams, research and clever shopping can help keep a shopper from feeling as though they’ve been ripped off. With a little legwork, any consumer can make sure that every investment they make is wise.