Cannes '19 Thread #2 - Page 57

@crispy loved dat navy blue one n 4th white one

I am drooling over sonam

https://www.instagram.com/p/BxsOg4vBR3v/?igshid=10vyneeal9ofg

Originally posted by: regnow

Market takeover is irrelevant. Everyone knows their market. High end brands know they sell a lot less but that's not relevant for a brand ambassador. As long as they get visibility through ads and they get paid, it would not matter whether a brand is high end or low end.

Maybelline and Lancome and many other names are also owned by the Loreal group but they differentiate the names. Maybelline is youth-oriented. Lancome is high-end.

Big brands can afford to pay. They don't need to worry about who's cheap. They hire young girls because India is a very very young market where the majority of the population is now under 30. In the US, they will hire an older lady like Celine Dion because older women buy make-up and they make up a large part of the population. They would not do so for the Indian market.

My entire point was about relevancy. The reason mid tier brands select established movie stars is because of their reach. They cater to the demographic that believes in movie star branding more than newbies. But some of these stars are now synonymous with the branding and therefore they won't be certainly phased out for something lesser than their current standing. Mid tier brands and mainstream movie stars help each other. Mid tier brands make products affordable hence relatable and stars' branding can reach those market. And because star brings their own reach the market surges too. And some stars become synonymous with the brand itself like Aishwarya,regardless the demographic.

And am in the business of it myself and I can tell you big brands refuse the higher pay of mainstream actresses. Their focus is on Social Media marketing hence the new girls. Their market isn't off the counters where mainstream ones come into play cause reach.

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