
Germaine Says: Some of us aspire to the lifestyles of the rich and the famous.
And enterprising celebrities have made their lifestyles accessible by launching personal products.
You may begin by spritzing Magnifique to smell like Anne Hathaway, who is the face of the Lancome perfume. For Halle Berry’s enviable complexion, put on some Revlon makeup.
Now, celebrities are banking on real estate endorsements in the United Arab Emirates (UAE), even if there are no obvious links between both parties.
Hilary Swank, Brad Pitt and Shah Rukh Khan have been named as spokespersons for various properties in the UAE.
While Khan has played movie characters involved in the construction business, Pitt is perhaps the most accomplished ‘builder’ of the trio as he is involved in a rebuilding project in Hurricane Katrina-devastated New Orleans.
Champion golfer Tiger Woods has also swung his way into Dubai with a 200-membership residential golf community. Not to be outdone, design gurus like Donatella Versace, Giorgio Armani and Karl Lagerfeld are introducing their fashionable way of life with eponymous residences and hotels.
Do such ventures lead us closer to celestial living?
For one, you would need at least US$7 million to get your hands on one of these exclusive properties. And even if you are loaded, sale of projects like Swank-endorsed The World is by invitation only.
Tell us: Will you be sold on such brand name associations? Will you buy a property because your favourite idol is its ambassador?
You can leave a comment here or e-mail us at tnpshow@sph.com.sg. Don’t forget to leave us your contact details: name, age, occupation and e-mail address or telephone number.
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LETTERS VIA E-MAIL
Branding is a very delicate business. When a celebrity is linked with a product because of obvious connections, it can be a mutually beneficial arrangement. For example, if Korean actress Song Hye Kyo flashes her fair skin as she convinces TV viewers about the benefits of a skin whitener, Miss Song will have a heavier wallet and the cases of skin whiteners will disappear instantaneously from storehouses. They will make their way to the hands of adoring fans who wants to emulate their favourite stars’ skin. However, if there is no direct bridge between the product and the celebrity, it can appear misguided at best and mercenary at worst. How many dodgy advertisements featuring celebrities and inappropriate products do we need?
Singapore is a very pragmatic society and people will not be easily swayed when it comes to expensive products. It’s one thing to convince someone to shell out a few bucks and another to make them take up a massive commitment like a house. Just think about the massive endorsement fees that the celebrities will command and where all the money comes from. As much as I like a celebrity, I will not spend my hard-earned money lining his pockets to such a massive scale. A CD, concert, or even a perfume in his name, sure. Getting a ‘Song Hye Kyo’ apartment for twice that of a similarly positioned but unbranded unit is simply out of the question.
In such economically lean times, people will err on the side of safety and it’s intriguing why people would shell out massive sums. As the gap between the rich and poor widens, social ills will becoming increasingly dominant. The money that a single rich person spends on luxuries can serve the needs of many poor folks. May the rich always retain their social consciousness!
Peng Tie Lun
Shah Rukh Khan has this exclusive property in UAE - The Shah Rukh Khan Boulevard - and from endorsing watches to budget cars (which of course he does not use) to satellite TV operators, the list goes on.
It leaves me to ponder why we have given celebrities so much importance in our lives, that instead of trying to find ourselves, we are caught aping others.
Clothes, watches, perfumes are understandable. But why would I want to stay in a place that has walls painted of Shah Rukh? It doesn’t make sense. If we try to build a home where we would live with peace and love, then what is Mr Khan doing there?
The fault is clearly in us, as we have been time and again misled, wearing the same shoes as Beyonce doesn’t make you Beyonce, applying L’Oreal makeup doesn’t make you Aishwarya Rai and living in The Shah Rukh Khan Boulevard doesn’t make Mr Khan your neighbour.
How realistic would such a world be? Isn’t it enough that we see them weekly for three hours of entertainment? But letting them take over our lives like this is complete madness. I guess those houses were built for the hardcore SRK fans, who would wait hours at the airport to get a glimpse of him, and now they’d just prefer to wait a lifetime.
I would hardly buy a perfume if my favorite celebrity is an ambassador if I don’t like it. But I guess there is a majority of people out there who would, that’s why such brand associations are made. What leaves me perplexed is do people get the brands because they are good or solely based on the fact that it is endorsed by their favourite celebrity?
Sadhna Rai