Celebrities and corporate brands.
Kate Moss/Rimmel
Laura Bates
PRESENTATION

RIMMEL

 Rimmel has been running since the early 1800’s
 “Rimmel’s experimental, no-set-rules beauty philosophy. “
 And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that.


KATE MOSS PARTNERSHIP
 “Inspirational yet accessible, her highly individual style and quirky glamour are rooted in the London street scene, and epitomise Rimmel’s experimental, no-set-rules beauty philosophy“ (http://products.rimmellondon.com/en/1/category.mxs?mkt=2&cat=eyes)
 Kate Moss and Rimmel has evolved into one of beauty’s most potent partnerships, with the supermodel’s own hip, fashion-forward image complementing Rimmel’s cutting-edge cosmetics vision to create the definitive cool, streetwise London look.
 Kate Moss has been made into a “household name” and is “ known for her image”(Lim;2005:22)
 Brought her fame to Rimmel.


THE LONDON LOOK
 "Beauty made in London is witty, edgy and streetwise. It’s about setting trends, not following them. It’s about experimentation and self-expression. In a word, it’s about having fun. And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that. Why have one identity when you can have as many as you like? With Rimmel, changing your look is as easy as hopping on the London Tube and switching from Soho to Camden, from Portobello to Notting Hill. "
Why?
 Brand extension- New fan base, reinforcing existing ones.
 When one thinks of a celebrity, those thoughts are carried on to the product.
 Kate Moss is reaching her peak in the “super” model world. Advertising is a good second choice.

"Studies have proved that celebrities endorsing a company or brand can greatly increase consumers' awareness of an advertisement, capture their attention and make the advert more memorable. Think of Jack Dee and John Smith’s Bitter, Linda Barker and DFS or George Foreman and his range of ‘Lean, Mean Grilling Machines’.

Additionally, when a celebrity endorses your company, it tells the consumer that the company is reputable, has good products or good customer service and is a sound company to deal with. Remember, the celebrity’s own image and reputation are at stake."

http://www.celebrityendorsements.co.uk/