Celebrities are now directly marketing products to their fans by starting their own companies. A prime example is John Legend, who launched his skincare brand and shared insights on this trend with us.
The concept of celebrities endorsing products has been prevalent for years, with iconic examples like Michael Jordan’s Nikes and Elizabeth Taylor’s White Diamonds. However, the current surge in celebrities engaging in product promotion raises questions. The Indicator’s Darian Woods and Wailin Wong delve into this phenomenon.
In the early 2000s, A-list actors were hesitant to represent brands, viewing it as somewhat distasteful. They were more inclined to do commercials internationally rather than in the United States.
The shift from discreetly appearing in foreign commercials to actively promoting personal brands stems from changes in the financial landscape of celebrity status, particularly within the film industry. With the rise of superhero franchises like Marvel, characters have become the main attraction, overshadowing individual actors and impacting their earnings.
While A-listers continue to thrive financially, the evolving celebrity economy has prompted them to explore additional revenue streams beyond entertainment. This shift is no longer perceived as a compromise of integrity.
Celebrities have embraced varied levels of engagement in product promotion opportunities. These range from standard endorsement deals that require minimal investment to actively investing in or launching brands, which can yield substantial returns but carry higher risks.
John Legend exemplifies this entrepreneurial spirit through ventures such as a wine brand, a travel app, and the Loved01 skincare line he co-founded with Ari Bloom. His decision to prioritize affordability sets his brand apart in the market.
Legend’s journey into entrepreneurship reflects a desire for greater involvement and ownership in business endeavors compared to traditional sponsorship arrangements. Witnessing his products on store shelves brought a sense of fulfillment as he sought to make celebrity-endorsed skincare accessible to all.
Wailin Wong reporting alongside Darian Woods for NPR News.