Are semi-obscure male celebrities the most effective way to sell men’s scents? I have to assume the answer to this question is yes, because otherwise why would brands spend what must be a significant amount of money signing up so-so male celebrities to front their cologne campaigns? (Celebrities do not come cheap these days, as sic Lisa Jacobson at United Talent Agency. They all see “ambassador” roles as a prime source of secondary income).
© The Financial Times Ltd 2014 FT and 'Financial Times' are trademarks of The Financial Times Ltd.