WHAT makes a celebrity endorser effective? I ask this because nearly every brand has an endorser or influencer singing praises about its merits. Can a celebrity actually make people buy a brand’s products or pay for its services?
Homegrown beauty brand Beautéderm Corp., which operates out of Founder Rhea Anicoche-Tan’s hometown in Pampanga, is a company that taps celebrities to promote its products. Tan’s endorsers include senior stars Lorna Tolentino and Sylvia Sanchez, other stars and even politicians. There are nearly 40 Beautéderm ambassadors right now.
The difference is that most brands tap social-media influencers while Tan mostly chooses celebrities who are in show business. This is mostly for name recall, as Beautéderm is marketed nationwide and in many areas of the country, people would still go for those whose faces they see on TV and the big screen.
Tan’s business model is such that she doesn’t just sell beauty products but also provides opportunities for others to make money by reselling these products. The best sellers are the sets and the soaps. I love the soaps that Tan always includes in the loot bags during Beautéderm press conferences. Its flagship brands include Beautéderm Skin Care Sets for both the face and body; Reverie by Beautéderm Home which includes a collection soy candles and room sprays; and Beautéderm’s perfume collection which includes Origin Senses perfumes for men, among others.
Beautéderm recently introduced its new ambassadors from ABS-CBN’s Star Magic, namely Matt Evans (in photo, from left), Kitkat, Ejay Falcon, Ria Atayde, Carlo Aquino, Jane Oineza, Ryle Santiago and Alex Castro.
Carlo Aquino is a seasoned actor who is now a favorite leading man in TV dramas and movies. He recently starred opposite Nadine Lustre in the Viva-HOOQ coproduction Ulan and will costar with Maine Mendoza in Isa Pa With Feelings.
Matt Evans was in the first season of the reality television show Pinoy Big Brother: Teen Edition. Ejay Falcon has starred in Pasión de Amor, The Greatest Love and The Blood Sisters. Alex Castro is a singer and actor who is currently a board member-elect in the Fourth District of Bulacan.
Ryle Santiago is a part of It’s Showtime’s boy group Hashtags. Jane Oineza started as a child star on Goin’ Bulilit and won an International Emmy nomination in 2012 for her performance in the “Manika” episode of Maalaala Mo Kaya. Kitkat is a singer and comedian, and an Aliw awardee.
Ria Atayde is a rising star who has appeared on The Hows of Us and Halik, and is, of course, the daughter of actress Sylvia Sanchez and the sister of Arjo Atayde.
Carlo, Matt, Ejay, Alex, Jane and Ria are the brand ambassadors for Beautéderm products while Kitkat is a brand ambassador of Slender Sips of RD Healthy Living Corp., a sister company of Beautéderm Corp.