Brands and Beauties Share Personalities

Well, I sometimes wonder why people prefer different brands within a particular category like cosmetics. The key lies in the fact that every brand has a distinct brand personality and people buy only those brands that match their own personalities. Now the question is how a brand can have a personality.

Well, brands are intentionally given a personality through positioning and then through market communication. The most common way to form a brand personality is to borrow it. Endorsement is one such way.

Now let’s only see the brands associated with our beauty queens. Almost all cosmetic brands want these gorgeous ladies to give their image to the brands as cosmetic consumers want to be like them or match the personalities of these beauties.

L’Oreal has had Aishwarya and Diana Hayden as its endorsees. The brand borrowed the image of being highly sophisticated and elegant from its brand ambassadors. As the brand was expensive, endorsees said you are worth it, which lifted an ordinary woman to the platform of these gorgeous beauty peagent winners.

If we see Olay anti-ageing solutions, Sushmita gives the credit of her youthfulness in her ageing years to Olay that makes the brand highly credible as the brand portrays a lady, known for her beauty and style for years, who is still not affected by ageing, thanks to Olay. So, the TG, who’s middle aged women,  get a feel of trying the product at least once. Similarly Lara Dutta endorses Pantene and Priyanka Chopra will be endorsing Pond’s skincare range.

So, beauties do lend their images to brands, which is one of the prime reason for success of some brands.