Famous faces bring sales boost
Celebrity endorsements are not uncommon in the beauty industry, and can bring a real boost for businesses. Brands that have secured a famous face to front their advertising campaigns notice a direct increase in sales as a result.
PZ Cussons, the holding company that owns tanning brand St Tropez, said that it has already seen a distinct sales boost since its recent campaign, fronted by Kate Moss. The company has predicted a rise in profits from £92 million to around £105 million for the financial year, crediting Moss and the press attention she brings.
Finance director of PZ Cussons, Brandon Leigh, told Vogue, “Kate has certainly been a great help. We’ve had a great response already in places like Brazil and the US. Kate is an international star.”
The supermodel was named as the face of the brand back in May, to front St Tropez’s first ever global advertising campaign.