Friday, August 5, 2011

The Power of Megan Gale - why pretty faces build brands

Great news were presented in BandT this morning: "L’Oréal Paris has unveiled Megan Gale as the brand’s new face and ambassador." Yay!

Gale - who was partly replaced by the younger Miranda Kerr to be the face of David Jones a few years ago - is really one of my favourites. Beautiful, intelligent and she seems like a chick you just want to hang out with. When DJ ditched her for the blank looking Kerr I was shocked. But there is justice... Now, at 35 years of age, Megan Gale is stronger and hotter than ever! I smiled when reading this:

"Announced last night, the move will see Gale join the likes of Jennifer Lopez, Eva Longoria and Claudia Schiffer as a representative of the global skincare, haircare and cosmetic brand.

L’Oréal said that Gale, who has her own swimwear range and is an ambassador for the Red Cross, was selected for her entrepreneurial and philanthropic qualities in addition to her profile as a model.

Mark O’Keefe, general manager L’Oréal Paris said: “We are extremely excited to announce our new partnership with the beautiful and multi-talented Megan Gale. We are honoured to welcome her to our amazing L’Oréal Paris ‘dream team’ that represents, in all its diversity, the true beauty of today’s modern woman.”

Full article:

In branding, does it matter who is the Face? Does a brand need to have a Face? I believe it´s smart to personalise your brand and make the rational benefits more real, to connect with people, beacause the part of our brain that handles decision making and feelings does not understand words. The limbic system is instead run by sensations - smell, taste, memories, looks - which is why a massive brochure with words will only be a justification for the emotional decision, and never really influence the decision in itself. The brain will believe that what it sees is the Truth, but doubt and analyse what is told in words. We react with emotions on pictures, but with logic on words.

Read more about this in for example Emotionomics by Dan Hill. Watch him on video here:

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