IMPACT OF CELEBRITY ENDORSEMENT IN BEAUTY MARKETING

Abstract

Beauty is said to be skin deep but first impressions are generally based on what it is. Based on the situation, time of day, or even personal tastes, there are varying quantities of make-up. This is divided into several categories; the skin , hair, lips and organs. Several companies have produced products that promise to ease wrinkles, lift and firm skin on faces and smooth out the blotchiness that age spots have formed. Customers are forming views on their performance and potential side effects. As a result, users in newspapers, magazines and numerous websites are subjected to many ads of many cosmetic brands. Marketers' job is to find a way to get the consumer's attention, the advertisers are using celebrity recognition as a tool to accomplish this. Grant defines a Celebrity endorser as an person who enjoys public attention and uses that publicity on behalf of a consumer product by appearing in an advertisement with it' (McCracken, 2019). Celebrities are individuals who have a significant share of a certain group of people enjoying media attention. Although qualities such as beauty, exceptional lifestyle or unique talents are only examples and particular common features found, celebrities vary from the social standard and enjoy a high degree of public awareness. Celebrity choice is vitally essential for brand marketing. Purpose of this study is therefore necessary to consider the identity and personality of the celebrity which endorses the brand. It’s relevant to enhance the image of the brand. The contribution of study is creation of brand loyalty and increasing the number of customers which are the effects of celebrity endorsements. Analysis of study is done through SPSS tool. Brands have to do a deeper study to see as to what all factors actually impact the consumer buying behaviour and try to improve their experience by choosing the celebrities which actually would make a difference in their buying behaviour. Endorsement is a contact medium in which the celebrity serves as the spokeswoman of the brands and supports the argument of the brands by helping to promote their role, appearance, reputation, social status or professional knowledge in a specific area. A distinctive distinction was considered for in a market with very high numbers of local, regional and foreign brands (Martin Roll, 2016). Initially, two models were established to illustrate the celebration support cycle. As a supporter one had to achieve all FRED goals, that of Familiarity (the target market knows him, considers him nice, polite and trustworthy) (Rajesh Lalwani, 2016). Relevance (which means that the endorser has a link with the commodity as well as the endorser and the public); respect [credibility to the masses]; distinction (it is seen among the crowds in all its predictions, but it is over them. Pertinence (that means that the promoter ought to have a connection with the products and the crowd); trust (belief in the masses); differentiation (the forecasts are seen to be above all in masses but still above them).