Scarlett Johansson: The Face Behind D&G Cosmetics and Mango
First-timers in the cosmetics scene, D&G borrowed Scarlett for their first ads, hoping that she can help make a good sale on their make-up line. Spanish brand Mango, on the other hand, decides for the American beauty in their US expansion, replacing Spanish beauty, Penelope Cruz for their endorsements:
Dolce and Gabbana – D&G makers and designers decided to expand their franchise in 2009 to make-up, and tapped the actress to be their cosmetics line’s endorser. Now, L’Oreal is also a make-up line that ScarJo endorses, but theirs is a mass-tier brand, so her endorsement with the luxury brand’s cosmetics don’t really conflict with each other. Scarlett has been their endorser for too short a time for us to judge whether her flawless face helped the brand or not.
Mango – Well, I just couldn’t leave this out, can I? Let’s take a look at their decision to hire Scarlett as their brand endorser. Now, you might think, as did I, that Penelope Cruz would be the perfect brand endorser for them. Why? Because Mango is a well-known Spanish clothing line (and a good and famous one at that), and its foray into US soil has already started with a store in New York and a flourishing e-commerce available for American customers, with Penelope up front. Why change to Scarlett now? Well I guess that they’re hoping that she will bring more American girls to buy the clothes. And besides, they did say that Scarlett embodies the “urban, independent and cosmopolitan woman.” And I have a premonition that this could work out well for them.
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