Celebrity Marketing to women not effective?

nicole kidman for chanel

A survey held by Motivaction among 700 women show that Dutch women over 30 are not sensitive at all to celebrity women advertising products. 95% of them state that A-listers in ads do not have any impact on their choices at all. Women under 30 seem to be slightly more open to advertisements with celebrities, although it is still 85% of this group that claims not to be influenced by them.

Estée Lauder just signed up Gwyneth Paltrow to promote its products, but maybe in vain for The Netherlands? The effect of celebrity marketing differs from country to country and of course there are some exceptions to the rule. Take for example Nicole Kidman.

Nicole Kidman is in ads for Chanel No. 5 perfume. After Chanel signed Ms. Kidman in 2003 to a high-end campaign, which included a mini-movie commercial shot by the film director Baz Luhrmann, global sales of Chanel’s classic perfume have jumped 30 percent, according to Euromonitor.

The use of celebrities in advertising has increased globally in recent years. According to Hamish Pringle, author of the book Celebrity Sells, 20% of UK ads feature a celebrity. Research practitioners in Australia have cited a comparable figure for that country, while it is estimated that 25% ads draws on celebrity star power in the United States. (source: Millward Brown, 2006)

These days, it’s nearly impossible to surf the Internet, open a newspaper or magazine, or watch television without seeing a celebrity selling something, whether it’s umbrellas, soda, cars, phones, medications, cosmetics, jewelry, clothing or even mutual funds. But maybe more surveys need to held on the effctiveness.

(This article is based upon a news article of Marianne van Leeuwen of Marketingtowomen.eu)