By  on July 22, 2011

New Celebrities Seek Alternative Route To Markets

Two new product launches — one already a hit, the other showing strong potential — exemplify how many young/reality celebrities are seeking non-traditional paths to market their names and goods.

Sure, Coty and Elizabeth Arden still get the A-listers for fragrances. But many stars are finding different paths to success. “There seems to be an entertainment trend that does not follow traditional cosmetics marketing rules,” observed industry consultant Allan Mottus about some of the newest launches. Reality stars in particular are looking for new avenues, perhaps because their shows offer them opportunities to build awareness without big company marketing budgets.

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