Consumers in Asia-Pacific, the Middle East and Africa feel that it's more important that a personal care product is endorsed by a celebrity than their European counterparts, according to a new survey.
The new report by Canadean finds that three out of ten consumers in Asia-Pacific (27%) and the Middle East and Africa (30%) find it either important or very important that a personal care product is endorsed by a celebrity. This figure stands at just 12 per cent for European consumers.
According to Canadean, the higher percentage in Asia-Pacific, the Middle East and Africa comes from a strong interest in celebrity culture and the latest fashions and styles in these regions.
"Manufacturers know that celebrities play an important role in people‚ lives and offer consumers the chance to create a perceived link between them and the celebrity," says Safwan Kotwal, analyst at Canadean.
The report highlighted that a key component in helping to build a connection between celebrities and their fans has been the rise of social media.
Websites such as Twitter and Facebook have provided unrivalled access to the lives of celebrities, making people feel more connected and closer to their idols, according to Canadean.
"This greater connection leaves people aspiring to be like the celebrities, usually through similar consumption trends in terms of fashion and style, or by purchasing products endorsed by the celebrity," said Kotwal.
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