How many of these 'superstars' do YOU recognise? Helen Mirren and Cheryl may stand out in this L'Oreal advert but who are the rest? (and the answer reveals so much about our fast changing world)
- The stars of the advertising photoshoot are, without doubt, exquisitely made up
- But for all their polish and poise, one question remains: who on earth are they?
- Last week, L’Oreal released this photograph to launch a new charity campaign
The stars of the advertising photoshoot are, without doubt, exquisitely made up and expertly groomed. But for all their polish and poise, one question remains: who on earth are they?
Last week, cosmetics company L’Oreal released this photograph to launch a new celebrity-led charity campaign in partnership with The Prince’s Trust. Yet the celebrity turn-out is conspicuous only in its absence. To anyone over the age of 25, that is.
Granted, Dame Helen Mirren and Cheryl Fernandez-Versini are in there (Cheryl, of course, seizing the moment to ‘launch’ that long-concealed bump), and at a push readers might recognise reality-television-star-turned-pop-singer Louisa Johnson and models Katie Piper, Neelam Gill and Jada Sezer. But everyone else? You’ll be showing your age if you admit to not having a clue.
Last week, cosmetics company L’Oreal released this photograph to launch a new celebrity-led charity campaign in partnership with The Prince’s Trust
But this is, of course, all a very deliberate and clever marketing ploy. For these unknowns are, in fact, what constitutes ‘famous’ nowadays.
The younger generation are less likely to identify with TV, sport and music stars (or, indeed, the A-list ambassadors at L’Oreal’s disposal) than they are with fashion, beauty and lifestyle bloggers, video bloggers and ‘influencers’.
All of these ‘stars’ have enormous followings on social media — a cumulative 10.2 million followers, which equates to about a fifth of the UK population — making them an instant lure to the very generation L’Oreal has in its sight.
The dramatic shift in the celebrity landscape owes much to YouTube. Little over a decade since its launch in 2005, it is said that less than a quarter of 15 to 16-year-olds now watch conventional TV as it is broadcast, instead preferring to watch online, spending up to five hours a day on the internet, with YouTube the most popular destination.
By signing up a selection of diverse youngsters, L’Oreal immediately appears inclusive and empowering — helpful when you’re trying to sell make-up with the message that it boosts a woman’s confidence.
L’Oreal also knows the importance of using youth to sell its products.
While mainly middle-aged women buy its reasonably priced offerings, marketing experts say that being seen to have captured the zeitgeist has the subliminal effect of making products seem more glamorous, and therefore desirable, to women of all ages.
So who are the very modern role models taking over from the A-list?
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