It is a widely known and often used method to persuade consumers into buying products. Brand association, in which company advertisers connect a celebrity image with their goods, is meant to sway the general public into believing that not only does this person use said product, but because they ‘use’ it, then it is obviously worth buying. It also purports the theory that you’re buying into the cachet of celebrity therefore, somehow elevating your status, a notion that is evident throughout popular culture and dates back for centuries. But does this differ within the Black community, especially when it comes to Black women and hair care products?
It can be said that when it comes to our hair, many of the products we tend to use are those that have been passed down, either by ritual or by word of mouth. My grandmother used Dax to style my mother’s hair, so my mother used it on us. Blue Magic was a favorite amongst the girls in my neighborhood so my sister and I swore by it. I can clearly remember my mother using Lusters Pink Lotion on my locks (not to mention that sweet, telltale scent) after every shampoo. These products didn’t have well-known faces attached to them. The only advertisements we did see were the nondescript Black beauties with long, luminous hair placed alongside these products in the pages of urban publications such as Jet and Ebony.
We bought and used these products because they were an integral part of our cultural fabric, so often associated with not only Black hair, but with Blackness as a whole.
When companies rely on celebrity endorsements, it makes you question not only their product’s effectiveness, but if the celebrity even uses the product, which 9 times out of 10, they don’t.
Only recently, have celebrity endorsements infiltrated the Black hair sector. Lusters, for example, a major name in the Black hair industry for decades, has commissioned former Destiny’s Child member Letoya Luckett, and singer Keyshia Cole to help sell their “Smooth Touch” line of relaxers.
This is a new phenomenon, possibly the result of a fledging economy in which businesses are attempting to yield higher profits by using a well-known personality. However, does this really make a difference? When companies rely on celebrity endorsements, it makes you question not only their product’s effectiveness, but if the celebrity even uses the product, which 9 times out of 10, they don’t.
Regardless of intent, do these tactics make us more inclined to buy?
- Princess Glover
A celebrity has never influenced by decision to purchase a product. It seems as though a lot of companies are now heading to the internet and using vloggers/ bloggers as the “face” of their products. I think I would be more inclined to purchase a product if it’s endorsed by a vlogger/ blogger before a celebrity. Not because I’m one myself but because as a vlogger/ blogger you put it all on the line. You put yourself out there and your exposed to the world. If you speak highly of a product that sucks your readers and subscribers will call you on it. Unlike a celebrity your reputation and integrity are all on the line.
Let’s not forget Kelly Rowland was a spokesmodel for Dark and Lovely a few years ago. And Brandy was the face of a brand of human hair extensions (don’t know/care about the name). I guess celebrity faces can work, since it’s been around for so long. To be honest, a lot of the times it turns me off, especially when it is a black owned product. I can’t exactly say why. I guess the people they have chosen haven’t been impressive to me. I don’t care for Brandy’s hairstyles, or Kelly’s, and I am not using Pink relaxers. If I have to relax, it’s Optimum. I have to say it doesn’t sway me.
So true! I wonder did Softsheen see any growth from working with Kelly?
I am not into celebs telling me about what brands to use. Letoya, Kelly and who ever else these brands decide to get are not using the product like that TRUST. I guess it helps with their campaigns but they need to find another way cause celebs are not making anyone run to the store to get some hair product.
Very interesting article. I don’t really think celebrity endorsements of black hair products really work mostly because we as black women are very particular about our hair as well as very selective about the products we use. There are just so many hair products out there that are not advertised or intended for our natural/relaxed textured hair needs that choosing a hair product is a way more calculated decision than the average white/Asian/(some) Latina women would make.We only use products that we know work for us and if we venture out to try a new one it is not because of some celebrity endorsement but simply out of curiosity to find a good product. The cult classics among black women (such as Pink Lotion and Dax) have made profits because they have been proven to work by many black women. With black hair products, brand loyalty is usually earned through word of mouth and a the local hair dresser.
I’m not bothered by the celebrity endorsements however it is blatant false advertisement when the model/celebrity in the ad/packaging is clearly wearing weave.
no way I have never paid any attention to the celebrities that endorse black hair products. It’s strictly by word of mouth and recommendations.
No, because I highly doubt most of these celebrities who endorse half of these products use them or even like them. Personally, I don’t care who they have as a spokeswoman because it wouldn’t influence my decision either way or the other. I go by word of mouth, the results other people who used it personally, and then I test it myself if I’ am really curious about the product but never from the spokesperson. So, I don’t really care one way or the other to be honest
Besides, I hate when these companies use these spokesperson in these black hair ads/products when it is clearly the person has a weave or alter the hair in some way to get those results shown on the final product
It could be subconscious but i think celebrity endorsement does make people purchase a product.If it wasn’t, i think marketers would have realized it was inefficient and looked for the next big way to sell their products.When a celebrity endorses a product there is the usual media fanfare and hype which makes the product stick in the minds of the target audience.Awareness is just a stage of the marketing communication cycle and to get consumers to that point is something…sooner or later some consumers find themselves picking the product up from d shelf
I never go by celebrity endorsements. As a commenter said earlier I usually go by word of mouth and trial and error. Because our hair is so diverse there will never be one go to product for black hair care needs. BTW isn’t it common knowledge that celebrities don’t do their hair? If I had their type of money I definitely wouldn’t be doing mine!
These well-known black hair care companies are no longer black owned and operated, they have been bought out by white conglomerates, which is why the marketing strategy has changed. L’Oreal and Alberto Culver have bought out all of the largest black owned manufacturers, i.e., Johnson, Soft Sheen, Carson and Pro-Line. It’s difficult to find many companies that were started by Blacks that are still Black-Owned, i.e, Essence Magazine, Rocawear, Baby Phat, Phat Farm, and BET just to name a few.
unfortunately a celebrity on the cover of a product doesn’t make me want to buy it.. we all should know by now that they are just the spokes person.. look @ the cigarette commercials and billboards.. those ppl don’t even have the cigarette in their mouth but they are endorsing the product.. the same thing w/shampoos n conditioners – u see the commercial and think your hair is going to look just like the models.. NOT! Same thing w/the perms – NOT!
The picture of a celebrity on the front of some type of hair product does not influence my decision to purchase that product. For one, I highly doubt Keisha or Latoya actually use those store brand relaxer kits. In fact, I’m positive they do not. Heck, I wouldn’t even use that stuff. I go by word of mouth. If I see a sistah rockin some beautiful, fly locs (I’m a new loc wearer btw), I have no problem walking up to her and asking her what her hair routine is. I also get a lot of ideas and recommendations from youtube and blogs created especially by sistahs on black hair care.
Well I did buy those CoverGirl Fruit Slicks lip glosses that Rihanna endorsed. I love em!