In 1952, Marilyn Monroe was asked by a Life reporter what she wore to bed. Her famous aside, “Just a few drops of Chanel No. 5,” hinted more at sleeping naked than promoting a product. Her comment went viral, and sales of the perfume soared. She was never an official ambassador for Chanel nor earned a penny from them. Yet this throwaway comment set the scene for a lifetime of celebrity endorsers.
However, unlike Ms. Monroe, who clearly used and loved the product, it seems that not every celebrity who endorses a product actually uses it.
The Authenticity Challenge
A significant challenge for any endorsement is the credibility of the celebrity and the product or service they’re promoting. Some celebrity product partnerships are proven to have grey areas (see Kendall Jenner below), while others are dimmed by speculation and disbelief.
Kendall Jenner and Proactiv
One of the biggest examples of inauthentic celebrity endorsements is the 2019 issue between Kendall Jenner and Proactiv. Jenner had a significant acne problem and partnered with Proactiv, claiming it helped her issue. It turned out Proactiv did work temporarily, but the problem came back worse. Her sister, Kylie, told The New York Times that it was actually their family dermatologist, Christie Kidd, who “cured” Kendall’s acne.
Jennifer Lopez and JLo Beauty
Jennifer Lopez faced backlash for her JLo Beauty product, which was based on olive oil, an ingredient Lopez claimed that generations of her family used on their skin. Critics accused Lopez of using Botox and surgical procedures instead of olive oil. While she has vehemently denied these claims, the product range suffered from a lack of credibility, and its manufacturer, Sephora, was forced to remove it from its line.
LeBron James and McDonalds
LeBron James signed with McDonald’s in 2010, claiming he regularly ate there. During a February 2015 interview, he slipped up, suggesting that he stopped eating it as it wasn’t part of a healthy diet. Eight months later, McDonald’s canceled his contract with them, and he missed out on the remaining $14–$15 million. The story goes deeper. It turns out James had invested in Blaze Pizza in 2012, but due to his McDonald’s commitment couldn’t publicly endorse it. Incidentally, Blaze Pizza options like keto crusts and salad options fit the “healthier lifestyle” prompt.
It’s not all bad news, though. While these three celebrities failed in their endorsement, there are some shining examples.
The Celebrities Who Got It Right
If a celebrity endorses, stands by, and physically consumes the product they’re promoting, then the concept works.
Oprah Winfrey and Weight Watchers
Oprah Winfrey’s yo-yoing weight issues were a prominent part of her talk show’s themes. For almost 10 years, she actively used and promoted the Weight Watchers program. In 2015, she bought a 10% stake in the company and joined its board. To demonstrate the power of an A-list celebrity endorsement, the following day the stock doubled in price, and on paper, she made $70 million. At that time, the company had just over 2 million subscribers; her impact made a massive difference, and by 2020, that figure jumped to 5 million. It proved to be successful for her personally as she lost 42 pounds by following the program. In 2024, she stepped down as she had decided to take her weight loss journey in a different direction.
The George Foreman Grill
Walk into any kitchenware store, and you’ll see the iconic George Foreman Grill, front and center. The unique design of the product, a clam-shaped grill that cooks on both sides at once while draining off the fat, caught the attention of Mrs. Foreman. Both she and George realized the health benefits of the grill, and he put his name on it. Instead of receiving an upfront payment, he agreed to 40% of the profits. This demonstrated how much he personally believed in the product, and it paid off; he has earned over $200 million, more than his entire boxing career. Over 100 million George Foreman Grills have been sold worldwide, and it still ranks on Amazon as the top-selling indoor grill.
Ryan Reynolds and Aviation Gin
In 2018, Ryan Reynolds bought a stake in his favorite alcoholic beverage, Aviation Gin. He became the face of the product, and even though he sold it in 2020 to Diageo for $610 million, he retained an ownership interest. His company, Maximum Effort, creates the advertising campaigns for Aviation Gin, and he collaborates with the manufacturer on limited-edition releases.
Who to Believe?
Unfortunately, it’s not always clear if a celebrity is endorsing a product that they believe in, or if they’re just happy to cash the paycheck. However, with everything about their lives appearing on social media, the truth quickly emerges. That’s what happened to Kendall Jenner and LeBron James; for JLo, it was her credibility that was her downfall.
The positive is that Oprah Winfrey, George Foreman, and Ryan Reynolds have proven that if you actively use a product or service you endorse, sales will follow, and your credibility remains intact.
Where will it end? Will we start to see celebrity chefs promoting their competitors’ restaurants? Will Formula 1 drivers endorse NASCAR vehicles? Will A-list actors promote Casinos.com’s best-value casino deals without ever logging in and gambling a dollar?
For the credibility to remain, we need more Ryans and fewer Kendalls promoting products.