For some years now, eyewear companies have been using not only traditional communication systems but also increasingly diverse tools aligned with market demand. Since the Nineties, the use of famous people and celebrities to promote eyewear and (rarely) lenses has proven to be a winning strategy that can not only strengthen brand awareness and image, but also contribute concretely to generating an increase in sales.
How to choose a celebrity testimonial: the risks and benefits
A testimonial is highly valuable and the choice must be based on three factors: he/she must identify with the brand values (for the target market, lifestyle, look and knowledge of the product), must be easily recognisable to the public and must be a person that others can identify with.
However, there are also some risks to be wary of: his/her popularity could overshadow the brand and the consumer could forget the product in question, remembering only the celebrity involvement; any personal or legal problems of the celebrity could affect the value of the brand itself. There are a number of cases where companies have abandoned their celebrity endorsers due to their involvement in “sensitive” situations. One recent exam ple is that of Kanye West, fired first by Balenciaga and then by Adidas due to his anti-Semite comments.How the role of an endorser has changed
While years ago a celebrity endorser was enough to add value to a product, the situation now is different. Why? Simply put, the market has evolved and the customer is increasingly demanding. So, for a testimonial to be credible, he/she must not only know how to transmit the positive values of the brand through his/her image alone, but also be involved in the product, design choices, and materials, right up to the communication and promotion.
Another change came about with the arrival of social media, which represents an important tool of engagement for the network of followers. In this latter case, the influencer may be involved together with others to describe a product, speaking directly about the product or even showing it at the same time.Celebrity endorsements in the eyewear industry
If we explore the world of eyewear, we can see that the aforementioned characteristics perfectly respond to engagement on various levels: from the advertising campaign, and social media up to the creation of a range in partnership with the brand.
Let’s look at the latest celebrities who have lent their names and faces to the sector.
Cindy Crawford and Ariadne Artiles for Yalea
![YALEA CINDY CRAWFORD E ARIADNE ARTILES [19]](https://www.mido.com/hs-fs/hubfs/Imported_Blog_Media/21967-1.jpg?width=350&height=263&name=21967-1.jpg "YALEA CINDY CRAWFORD E ARIADNE ARTILES [19]")
Models Cindy Crawford and Ariadne Artiles are the stars of the A/W ‘22 campaign of the house brand of the De Rigo Group. Two internationally-famous brand ambassadors, of different ages and styles but both expressing a perfect balance of exterior and interior beauty. Two women committed to promoting aware, independent and precise femininity, according to the values that characterise Yalea.
George Russell for Police
![POLICE X MERCEDES- GEORGE RUSSEL[79]](https://www.mido.com/hs-fs/hubfs/Imported_Blog_Media/21968-1.jpg?width=350&height=233&name=21968-1.jpg "POLICE X MERCEDES- GEORGE RUSSEL[79]")
According to the sponsorship agreement with Mercedes-AMG Petronas Formula One Team, the F1 drivers Lewis Hamilton and George Russell (in photo) and the team wear sunglasses and eyeglasses from Police. The brand is also featured on the helmets and in the pit stops, as well as on the team’s marketing materials.
Hailey Bieber for Vogue Eyewear
The second chapter in the collaborative project between model Hailey Bieber and Vogue Eyewear has arrived. The model does not merely front the campaign but has also created an actual collection.
After the angular lines and fun aspects of the first drop, Hailey brings together the most appealing trends of the catwalk season, veering towards the bright colours and soft silhouettes for autumn/winter, choosing curvy profiles and opaline earthy shades to enhance the natural beauty of four new bold designs.
Lorenzo Musetti for Bolon Eyewear
Tennis player Lorenzo Musetti is known for his strong passion, immense talent and charismatic character, qualities that make him the perfect ambassador of the BOLON Eyewear collections.
Thanks to his lively nature and naturally smart and casual style, he truly represents the brand values, which has always encouraged everyone to express their own identity by finding a unique and distinctive style.
Lucas Bravo e Sophie Cookson X Persol
Actors Lucas Bravo and Sophie Cookson are the protagonists of the latest brand campaign, Icons. Framed Since 1917, designed to highlight the bond between Persol and the cinema industry. The storytelling revolves around a director-actor, played by Bravo, who is working in Rome in a backlot. During the creative process, each scene imagined by the director-actor comes to life thanks to a medley of visuals of the campaign, which represent different cinematographic genres. He is joined by actress Sophie Cookson, and the pair fall in love.
Rita Ora X Silhouette
The pop star and style icon Rita Ora is known for her daring and glamorous outfits and looks, which she regularly shares on social media with over 20 million followers. In her latest posts, Rita is wearing the Silhouette 2022 sunglasses collection.
In this shot, she is wearing the Limited Edition Futura Dot model by Silhouette (with just 1,964 pairs created worldwide).