Does celebrity endorsement sell more products?

Retailers, it seems, are unable to agree on whether celebrity endorsement appeals to consumers or not. According to recent research by Brand Licensing Europe, 75% of retailers believe that products endorsed by celebrities sell better than non-endorsed products. A survey of hundreds of retailers covering a wide range of sectors also found that over a third (34%) planned to buy more celebrity or entertainment related merchandise in 2010.

Nearly a quarter of respondents said that if they could stock only one celebrity’s products, they would stock merchandise associated with Michael Jackson, whose profile has risen since his death in June this year. Singer and actress Miley Cyrus and Twilight heartthrob Robert Pattinson were the second and third most popular respectively.

Within the C&T industry, Cyrus endorses Secret Star, a spin-off fragrance from Disney’s Hannah Montana, in which she stars. Hannah Montana make-up sets are also available. Meanwhile DuWop’s Cristina Bartolucci plans to launch Twilight Beauty, a colour cosmetics brand based on the phenomenally successful books by Stephanie Meyer, to coincide with the November release of the second film, New Moon, in which Pattinson plays vampire Edward Cullen.

However John Zemmel, founder of discount store halfpriceperfumes.co.uk, believes that when it comes to celebrity scents the worm has turned. “It used to be the biggest stars that brought out a scent but we now have all manner of C-listers churning out fragrances whenever they have something to promote.”

Instead, Zemmel says consumers are rediscovering classic fragrances. “Whilst some like the Britney Spears range sell well, we’ve found many have shunned the scents of lesser known celebs. We’re now seeing a resurgence of classic scents such as Christian Dior, Elizabeth Arden and Chanel that have been around for years,” he comments.