Why Beauty Brands Prefer Female Celebrities To Promote Their Products

Discover why beauty brands often choose female celebrities to promote their products. This strategy not only attracts a wider audience but also builds trust and authenticity. Learn about the impact of celebrity endorsements on consumer behavior and brand loyalty.

A key factor contributing to this growth is the strategic use of celebrity endorsements. Beauty brands work with famous faces to gain attention and build trust with consumers. This is a clear example of how beauty brands use celebrity endorsements to gain trust, where a well-known personality makes a product seem more reliable. For instance, Bollywood actress Alia Bhatt became the first Indian global ambassador for Gucci in 2023 and the face of L’Oréal Paris in 2024, enhancing the appeal of these brands in the Indian market.

Additionally, the trend of celebrities launching their own beauty brands has gained momentum. Priyanka Chopra Jonas, for example, introduced her own line of beauty products, using her personal brand to establish a direct connection with consumers.

These celebrity-driven initiatives have played a pivotal role in shaping consumer preferences and propelling the growth of India's beauty industry.

Female or Male Celebrities: Who Are Better Suited To Endorse Indian Beauty Brands?

While specific percentages delineating the proportion of female versus male celebrities endorsing beauty brands in India are not readily available, existing research indicates a notable trend: female celebrities are more frequently tapped to promote cosmetics and beauty products. This trend is driven by the fact that the primary consumer base for these products is predominantly women. The use of female faces creates an inherent alignment with the target audience, enhancing both relatability and trust, which in turn influences purchasing decisions.

Moreover, consumer trust in celebrity endorsements appears to vary by gender.In India's beauty and personal care market, female consumers constitute the majority of the customer base. This is evident from the higher market share held by products targeted at women.

Recent studies from ResearchGate highlight key insights into cosmetic usage trends in India. Makeup products (24.56%) and personal care products (22.43%) are the most frequently used cosmetics. Gender preferences reveal that women favor makeup (28.61%) and skincare (22.5%), whereas men prefer personal care (47.16%) and haircare products (25.5%).

Cosmetic and Personal Care Product Usage by Gender

The chart from ResearchGate presents the percentage of men and women using various cosmetic and personal care products in India. It categorizes usage into three groups: Combined (overall users), Female, and Male.

Commonly Used by Both Genders

• Soap, Deodorants, Toothpaste, Shampoo, Conditioner, and Perfume are widely used by both men and women.
• Perfume usage is nearly equal among both genders.
• Shampoo and conditioner are essential products used by a large percentage of people.

Predominantly Used by Women

• Makeup products like foundation, eyeliner, lipstick, mascara, eyebrow pencil, loose powder, and face paints are mainly used by women.
• Skincare items such as toner, face masks, scrubs, and makeup remover also see higher female usage.
• Hair care products like hair color, hair spray, and henna are more popular among women.

Predominantly Used by Men

• Shaving cream has the highest usage among men.
• Hair gel and deodorants are also more commonly used by men compared to women.

Popular Female Celebrity Endorsements By Indian Beauty Brands Which Were A Success

1. Deepika Padukone for L'Oréal Paris

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Deepika Padukone’s partnership with L'Oréal Paris goes beyond just being a brand ambassador; she embodies the brand’s message of confidence and empowerment. As the face of multiple campaigns, including the "Because You’re Worth It" series, she connects deeply with Indian consumers who admire her elegance and self-assured presence. L'Oréal has leveraged her influence by featuring her in high-profile advertisements across television, print, and digital media, ensuring maximum visibility.

The strategy behind choosing Deepika was her pan-Indian appeal and credibility in the beauty and fashion industry. Her association with the Cannes Film Festival, where she often represents L'Oréal, reinforces the brand’s premium and international stature. Additionally, her campaigns highlight inclusivity by promoting products suitable for various Indian skin tones, making L'Oréal more relatable to the diverse Indian audience.

2. Katrina Kaif for Kay Beauty

Unlike traditional endorsements, Katrina Kaif’s association with Kay Beauty is unique because she is both the brand owner and its face. Her personal involvement in product development and marketing has made Kay Beauty one of India’s most successful celebrity-led beauty brands. She emphasizes the concept of "Beauty That Cares," positioning the brand as a blend of glamour and skincare, which resonates with modern consumers looking for high-quality, long-lasting makeup.

The marketing approach focuses on authenticity and inclusivity. Katrina actively promotes the brand through her social media, sharing personal beauty tips and behind-the-scenes glimpses of product formulations. Additionally, Kay Beauty’s collaboration with Nykaa, one of India’s biggest beauty retailers, ensures strong distribution and accessibility, leading to rapid sales growth. The brand’s success proves that a celebrity's direct involvement can create deeper trust among consumers.

3. Priyanka Chopra for Max Factor

Priyanka Chopra’s partnership with Max Factor is a strategic move to re-establish the brand’s relevance in the Indian market. Her global recognition and strong fashion presence make her an ideal ambassador for a brand looking to balance heritage with modernity. Max Factor’s campaigns with Priyanka highlight versatile beauty, showing how its products cater to different skin tones and makeup styles, from everyday wear to red carpet looks.

The brand has utilized Priyanka’s international appeal by featuring her in digital-first campaigns that seamlessly integrate with social media trends. She engages with followers through interactive beauty tutorials and product demos, making Max Factor’s offerings more approachable. By leveraging her personal brand—one that represents ambition, diversity, and self-expression—Max Factor has successfully positioned itself as a premium yet accessible choice for Indian consumers.

4. Alia Bhatt for Maybelline

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Alia Bhatt’s collaboration with Maybelline is centered around youthfulness and relatability—two qualities that align perfectly with the brand’s target audience. Her campaigns emphasize playful, effortless beauty, promoting products like the Fit Me foundation and Colossal mascara that are both trendy and affordable. By featuring in vibrant, high-energy advertisements, she appeals directly to young women who seek budget-friendly yet high-quality cosmetics.

Maybelline has also integrated digital engagement strategies into this partnership, making Alia a key figure in influencer-driven marketing. She frequently appears in interactive Instagram and YouTube campaigns, encouraging users to try new makeup looks. Additionally, the brand’s presence at college events and fashion shows, often featuring Alia, strengthens its youthful and aspirational image, leading to increased brand loyalty.

5. Aishwarya Rai Bachchan for L'Oréal Paris

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Aishwarya Rai Bachchan has been associated with L'Oréal Paris for over two decades, making her one of the longest-serving ambassadors. Her campaigns focus on timeless beauty and elegance, reinforcing L'Oréal’s luxury appeal. Whether it’s the Excellence Crème hair color or the True Match foundation, her endorsements highlight premium-quality products that cater to a sophisticated audience.

One of the most impactful elements of this partnership is Aishwarya’s Cannes Film Festival presence. Every year, her red carpet looks create global headlines, bringing massive visibility to L'Oréal Paris in India. The brand capitalizes on this by launching special edition products and social media activations around her Cannes appearances. By associating Aishwarya with high-glamour and age-defying beauty, L'Oréal continues to strengthen its premium positioning in India’s competitive beauty market.

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