The Anti-Celebrity-Endorsement
Celebrities are often given luxury goods for free in the hopes that they will be photographed wearing or using them and seen by their fans, who might be encouraged to purchase those goods. But what about those tabloid celebrities that brands might not want to be affiliated with? Here’s an interesting trend: companies (“allegedly”) are now sending d-list celebrities their competitor’s products in order to ensure that undesirable celebrities won’t be associated with their brands. It’s devious — but does it cross a line? is it too ‘offensive’ for brands to protect their image by potentially tarnishing the image of their competitors? It’s certainly not ethical for the luxury brands doing the seeding. But I would hope that the ‘celebrity’ in question at least has the sense to pick the swag that she interprets as true luxury. Luxury, whether for d-list celebrities or luxury connoisseurs, remains in the eye of the beholder.
