It looks like beauty house brands have decided to give their brands an up-do with new endorsements by younger celebrities. This time Avon has decided to sign on Zoe Saldana and Rimmel London has decided to sign on Solange Knowles (Beyonce’s sister if you are not familiar with her). I think the choices are obviously to revive the brands and give them a younger and fresher appeal and also to attract younger customers. In the UK, Solange Knowles is much more popular than in the US and also more appreciated as an artist since her music resonates more with the UK music lovers. So choosing Solange Knowles for Rimmel London is a nice move. I would have thought that they would choose Kelly Rowland, since she is even more popular in Europe, but I can see how Solange Knowles could help and add great appeal to the brand. Solange Knowles has a distinct look, she is fashion forward, and pretty much comes across as a woman who is not afraid to speak her mind and make her own decisions as she pleases. Solange Knowles will join other past endorsers for Rimmel London such as Kate Moss. The new campaign will also feature Zooey Deschanel and model Alejandra Ramos Munoz this year.
In my opinion Solange will add an another dimension to the sort of women that Rimmel London touches. Hopefully, with Solange’s presence, they will also add more products for olive, caramel, to browner skin tones. With her image, the brand may be able to reach a wider and more diverse population of young British women, and including those in the US. In fact the senior Vice President of Global Marketing for Rimmel, Stephen Mormoris, said these women were chosen to ‘reflect the diversity of London and the Rimmel brand’. The Beauty campaign will begin in Autumn of 2010. Also, Rimmel London is owned by COTY inc, which also manages fragrances by Solange Knowles’ sister, Beyonce Knowles.
With the success of Avatar, Zoe Saldana is seeing rise in her popularity, and with that comes major endorsements for beauty products. So we are happy for her. Avon is more low-key in comparison to Rimmel London, their ads are less flashy and more about natural beauty. Nevertheless, Zoe Saldana will be able to bring a younger and fresher look to the brand, and like Solange Knowles with Rimmel London, it will only make younger women of different backgrounds attracted to Avon. She will be the face of Avon’s new fragrance called Eternal Magic, starting this april. She will join former endorsers Jennifer Hudson and Reese Witherspoon.
By the way: Beyonce Knowles (Solange Knowles sister) and her mother Tina Knowles, have opened a beauty school in Dumbo, Brooklyn name the “Beyoncé Cosmetology Center” at the Phoenix Center a rehab center for people overcoming drug addictions. The school will include a seven-month beauty training course, in order to give chance to individuals wanting to rebuild their lives and with a passion for practice in beauty.
Check out a video on MTV.com, for Beyonce’s comments on her work and role for the project, with a promise of $100,000 a year including all the products needed to be used at the center donated by L’Oreal. Click here to see video and full article.