Celebrities, influencers and brand marketing

David Beckham is a fan of scotch whisky...and if you're a David Beckham fan, you can buy Haig Club scotch and drink the brand that is his. Literally. Beckham partnered with Diageo to create Haig Club as a whisky with personality, modeled on the whisky preferred by his Dad. Not surprisingly, Beckham also stars in marketing for his brand. 

Beckham is one of a growing number of celebrities deeply involved in marketing their favourite products. Some invest money in products they like and use--such as Rihanna's investment in Vita Coca, one of today's up-and-coming coconut water products. Rihanna also has a beauty brand, Fenty Beauty by Rihanna, which is growing quickly.

Michelle Keegan, star of Our Girl, has her own celebrity-branded line of clothing with Very. Supermodel Gigi Hadid has a beauty product line with Maybelline, #GIGIxMAYBELLINE, which is heavily promoted during London Fashion Week. And of course, all these celebrities use social media and in-person appearances to market the brands they prefer.

Not every social media star who attracts followers and influences customer attitudes and behaviour is an actor or performer. The London fashion brand Kitri recently paid fashion blogger/Instagram influencer Charlotte Groeneveld to promote a green dress for summer. A month after Groeneveld posted an Instagram pic of herself in the dress, Kitri sold 200 units in less than an hour. Kitri now has a waiting list for this dress, demand is so strong. 

The marketing lesson: Know your influencers, know who they influence and know how they influence.

Beauty brands widen their social reach

In 2016, CoverGirl was the first beauty brand to sign a guy as its brand ambassador. James Charles is a social-media star with crowds following him on Instagram and YouTube. This is an opportunity to work with someone who influences a lot of consumers, enabling CoverGirl to extend its reach in a viral way.

Now other beauty brands are also widening their social reach by signing male brand ambassadors. Maybelline has signed Manny Gutierrez to promote makeup to his nearly 3 million social media followers. Rimmel London has signed YouTube and Instagram beauty guy Lewys Ball as its UK male brand ambassador.

Expect more deals with opinion leaders in the future as beauty brands react to changing consumer behaviour patterns and social-cultural factors. Social media can build brand awareness and send demand soaring, especially when influencers show how a product can be used creatively.