Are celebrities the key to successful beauty campaigns?

A-listers are everywhere. But are they vital to successful marketing? Cosmetics Business asks the experts...

Campaigns starring A-listers are fast becoming the PR dream. But is it necessity or just the cherry on top? Cosmetics Business put it to our expert panel...

Miley Cyrus, Twiggy, Jennifer Lawrence: What do these stars have in common, apart from the cheekbones to pull off a pixie crop? Over the past 12 months, all three have secured contracts to front beauty brand campaigns, with Cyrus signing to MAC, Twiggy to L’Oréal Professionnel and Lawrence to Dior.

The trend for celebrity beauty campaigns is a growing one, with signings being announced on a weekly, if not daily, basis. But what is motivating this desire for the A-list face?

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