CELEBRITIES: BRANDMAKERS OR BREAKERS?

In hopes of distancing themselves from Sharon Stone’s recent remarks that the earthquakes in China were karmic retribution for the Communist country’s treatment of Tibet, Dior removed the Totale Skincare ads featuring the actress’ face.

Although the outspoken blonde apologized and vowed to personally provide aid to the devastated people of the Sichuan Providence, Dior feared a boycott from a nation that is growing exponentially - and spending money.

How much do celebrities affect the established image behind a brand?  Are they just pretty, recognizable faces leveraging the label, or are they really influencing consumers to purchase goods?

Sienna Miller for Tod’s:

In their first run at celebrity endorsement, Italian fashion house Tod’s tapped Sienna Miller as the face of the Winter 2007/2008 campaign, on the heels of naming Derek Lam Creative Director.  Tod’s image has always signified luxe leather driving shoes on an archetypical wealthy woman with a perfect bob straight out of Greenwich, Connecticut - not a young actress with a bohemian/rockstar sensibility.

This could have been a single incident of re-branding, but then Upper East Side princess Gwyneth Paltrow replaced Sienna for the Spring 08 campaign.