Trust me, I'm a celebrity
2008-07-27 23:16
Toronto - Forget popularity and
recognition, celebrities who are likable and can be trusted
have the most influence on what consumers buy, according to a
new study.
While actor Brad Pitt and pop singer Britney Spears are the
most recognised stars among the 200 famous faces tested in a
survey, they failed to crack the top five for likability,
according to New York-based market research company NDP Group,
Inc.
Actors Will Smith, Denzel Washington, Matt Damon, Halle
Berry and George Clooney were the most likable celebrities
while Oprah Winfrey's interior designer Nate Berkus and Will
Smith topped the chart for eliciting trust, followed by chef
Mario Batali, golfer Tiger Woods and chef Paula Deen.
Beyond glamour
"It's not about fashion and it's not about beauty that's
necessarily connecting the celebrity and the product anymore,"
Marshal Cohen, an analyst with the group, said in an
interview.
"It's really more about getting exposure for reasons that
go beyond just the glamour shots."
Will Smith dominated the likability list with 83% of
the 4 500 online respondents saying they liked him "strongly"
or "somewhat".
The trust factor - a celebrity's ability to appear
believable or authentic when pitching a brand - was also noted
as a strong motivator to get individuals buying
celebrity-promoted products.
Celebrity not enough
But the rich and famous are not always a perfect fit for
product endorsements, the study showed.
Celebrity impact in the fragrance market is beginning to
slump for women while some of the most tried and tested
endorsements in sportswear are not enough to get consumers into
the stores.
"The power of the celebrity, in many cases has really
transitioned. Now, what's driving beauty is the doctors and
prescriptive cosmetic brands that are more about someone who
has a PhD and is warranted in talking about cosmetics and not
just a woman with a pretty face."