Nowadays, increasing numbers of companies look for celebrities to endorse their products at all costs. Of course, it is a way to reap huge rewards for a brand. At the same time, I started to think if today’s celebrity endorsement has gone too far.

Many celebrities may be overexposed as they endorse too many products. As a result, customers might question the credibility of these celebrities. Tiger Woods, for instance, has been called the world’s most marketable athlete. He endorsed more than 10 brands at once. In 2009, Forbes stated that Woods was the first athlete to earn over a billion dollars in his career (before taxes). Will the customers first consider the high popularity of Tiger Woods? Or they may first think about the creditability of Woods, and so, the credibility of the brand endorsed by him?

What’s more, celebrities can overshadow the products. Thus, customers tend to focus on the celebrities, not the products themselves. Skin Care industry, for example, is wise in overshadowing their products. The models or celebrities always spend hours and hours to apply nude makeup before shooting for the products. Hence, the makeup does seem heavy, and it even presents a perfect, gorgeous, and non-makeup skin. This misleads the customers to consider that the flawless skin is due to the product. However, customers never know if these celebrities actually use the products that they endorsed, even if they tell customers that they do use them. In addition to that, customers may also buy the product just due to the influence of the celebrity, and indeed, they ignored the actual effects of the product itself.