Mainstream Media Lose Out As Brands Go Direct To Celebrities

mainstream media beauty bloggers

Cosmetic Design Europe have done me a favour by doing a report on something I had sort of half noticed.  Celebrity endorsements have always been a big deal in cosmetics. This often goes beyond simply including the celebrity in the advert.  It is often implied that the celebrity has had a hand in the development of the product.  And this is even true from time to time.  Elizabeth Taylor famously played a big part in the creation of her fragrances.

The logical next step is that when a brand ties in with a celebrity, they also get access to that celebrity’s social media presence.

Celebrity fragrances can often be the biggest selling items on the perfume counter, as they are in the UK at the moment.  (I wonder if the figures are being upped by the One Direction offering which seems to be doing very well at the moment  and is very keenly priced?) So this is all big business.

The losers in this are of course the mainstream media.  If the audience can be delivered directly via the Facebook pages and the Twitter streams of big stars, why would they bother with magazines or even newspapers?

So bad news for big media moguls and the people who work for them.

I did think for a while that the glossy mags could keep going by being a bit better at doing reviews of products and offering free samples.  But frankly, I find beauty bloggers do a better job of keeping me up to date with what is going on.  Giveaways work online too.  If you take away celebrity interviews as well, what exactly is the print press for any more?

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