Big-name beauty and household brand stops direct sales

For every Skims or Goop, you get an awful lot of brands that fail, despite celebrity backing. When the connection between the celebrity, the product, and its audience works, however, the impact can be powerful. "Celebrity branding operates on the principle of parasocial relationships, where consumers develop one-sided emotional connections with public figures they've never met," according to AM World Group. Research from the Journal of Consumer Psychology indicates that 67% of consumers are more likel ...