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Not Just a Pretty Face: The Power of a Celebrity Endorsement

By: Lisa Doyle
Posted: November 7, 2012
Reggie Bush shaving with shaving cream and a razor

Barc Skincare celebrity spokesperson and NFL star Reggie Bush

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As part of Williams’ partnership with La Fresh, she has promoted the brand on Twitter and Facebook, and has even gotten her castmates hooked. “Virginia has been featured in newsletter blasts to subscribers, and she has helped generate widespread publicity through various media interviews,” says Norman.

Passionate Partners

Once the right partnership is made—and when the celebrity is both passionate about the brand and can connect to consumers—the opportunities are endless. “With Reggie, we have a partner with the ability to engage the consumer in conversation and the talent to excite retailers in various distribution channels. At its core, it’s a partnership of values, and we’re in it for keeps,” says Schuurmans.

Lisa Doyle was formerly the associate editor of GCI magazine and is a freelance writer in the Chicago area. Her work has appeared in Skin Inc. magazine, Salon Today, America’s Best, Renew and Modern Salon.

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