One of the best celebrity-brand endorsement strategies that have ever been created is the relationship between Ellen DeGeneres and Covergirl. As one of the first celebrities to come out as being gay in the industry, Ellen DeGeneres has been a powerhouse for people of all walks of life. She accepts all people and pushes for change, often speaking out against those who are not doing things that will benefit all of society. Above that, she is often an advocate for current important causes that need coverage, donating time and money for support.
In 2008, it was announced that Ellen would become a CoverGirl. According to thedrum, Covergirl’s brand hit $1 billion in sales in the year after the Ellen DeGeneres campaign. Having Ellen DeGeneres as a CoverGirl allows the brand to use someone who is true to themselves, which makes the brand seem more accessible and real to those who are looking to purchase beauty products.
Since becoming a CoverGirl, Ellen has also brought new ambassadors to the brand. Ellen made a young girl named Talia, who was battling two types of cancer before she passed away a few years ago, an honorary CoverGirl. She recognized the girl’s passion for makeup and her ability to fight her cancer with her best self. Talia remained a Covergirl until she passed away in 2013.
I believe that Ellen’s endorsement strategy with CoverGirl is unlike any other strategy of this type. It isn’t solely about getting celebrities to use the product and say how much they like it, but rather this endorsement is all about bringing a positive awareness to the brand with the opportunities that they provide to people all over the world. This partnership expresses that CoverGirl is a brand that doesn't simply market to the classic, female consumer. Rather, it expresses that everyone is welcome to use their brands.
Similarly, CoverGirl has just recently dropped their "Easy, Breezy, Beautiful, CoverGirl" aspect of their brand to start their #IAmWhatIMakeUp campaign, which emphasizes that people can be whoever they want to be. While Ellen DeGeneres might not be directly linked to this campaign, it is no doubt that her relationship with the brand has made it easier for them to achieve great success.
