FROM RETAIL THERAPY: AN INDEPENDENT EDUCATIONAL PUBLISHING MAGAZINE

Celebrity endorsement: helping sales hit the roof

When beauty and pampering products come with the recommendation of a celebrity, sales rocket. Here's who's promoting what, and what it takes to be the face of a scent

By Jessica Moore

Published: 29 July 2006

SCENT 0F A WOMAN

Jennifer Lopez has her own range of scents. Her latest, Live, was introduced in 2005 as J-Lo's fourth perfume to hit the shops. It's a more grown-up, vanilla-based fragrance than earlier scents.

HE'S GOT BECKS APPEAL

After giving his face to so many brands, David Beckham has finally lent his name to his first fragrance. Instinct by David Beckham is a "strong and refreshing scent with citrus tones".

CHEQUE ON IT

Although Beyoncé Knowles is best known for her dance moves, her hair turns heads too. She's recently abandoned her Austin Powers afro in favour of sleek straight locks. As the face of Studio Line heat-activated straightening cream, it's the least she could do.

THE EYES HAVE IT

It's easy to see why L'Oreal snapped up doe-eyed Natalie Imbruglia to endorse their double-extension mascara. And, having been offered a six-figure contract, it's easy to see why she said yes.

A CUT ABOVE THE REST

Earlier this year, Wales rugby legend Gavin Henson backed up the claim that Gillette really is the best this man can get when he signed a deal to promote their "revolutionary" three-blade razor, the Mach 3.

THE SMELL OF SUCCESS

You've seen the adverts - right? Ben Affleck counts the ladies who check him out as he saunters around town, only to be outdone by the geek wearing Lynx deodorant. The gimmick works: Lynx sales have sky-rocketed and Ben pocketed a cool $1.8m from the campaign.