Maris Racal
Maris Racal, Anthony Jennings, and the misconduct allegations about them had been the focus of recent news cycle. Coverage has been extensive, with both official news outlets and eager netizens weighing in with their opinions. This article will not delve into the details of the reporting. Instead, we will explore the repercussions of negative attention, particularly the impact on endorsement deals. A notable example is Dazzle Me, a beauty and cosmetics brand, which announced on December 5 that it would be parting ways with actress Maris Racal.
“After thoughtful consideration, we have made the difficult decision to end our partnership with Maris Racal. Working with her has been an amazing journey—her energy, humor, and authenticity resonated deeply with our vision of a bold and inspiring Gen Z icon,” the brand noted. “However, we determined that moving in a different direction is necessary to remain consistent with the principles that guide our brand.”
Jisoo
This isn’t the first instance of a brand severing ties with a celebrity endorser amid controversy. From a business perspective, this decision makes sense. Endorsers are pivotal in shaping brand perception and influencing consumer behavior. They can enhance a brand’s credibility, elevate its image, and increase visibility. Just as a celebrity’s association with a brand can elevate their marketability and influence. The reverse is also true for the brand itself. Take, for example, Jisoo becoming the face of Lady Dior, which brings a fresh perspective to an iconic classic bag. In a September announcement, Dior stated:
“An iconic object of desire and a singular signature of Dior elegance, the story of the Lady Dior’s extraordinary destiny is continually written with its reinventions. Season after season, Maria Grazia Chiuri celebrates and revisits its refined design through marvelous reinterpretations, magnifying its eternal character. This symbol of excellence is now spotlighted in an exclusive new campaign featuring JISOO, Dior’s ambassador for fashion and beauty.”
Jisoo and all she represents and encompasses is being linked to the bag – embodied by her. Dior continues: “In this series of graceful images suffused with rock vibes, the star wears different versions of the Lady Dior, reflecting the many facets of this timeless bag. A style statement, a manifesto, an ode to self-expression through the prism of couture, art and creative passion.”
In this instance, Jisoo and Dior reflect positively on each other, creating an unending loop that enriches both. However, misalignment in representation can disrupt this loop. Take, for example, Nike’s decision in 2012 to terminate its contract with the athlete Lance Armstrong, citing “seemingly insurmountable evidence” of doping. Reports indicated that this process of parting ways was likely made easier by a morals clause in the contract. Armstrong later admitted to doping in a 2013 interview with Oprah.
Bella Hadid
Similarly, Bella Hadid has openly said she believes she lost brand deals after expressing her support for Palestine. If such is the case, then it isn’t a matter of actual wrongdoing on her part but simply a misalignment between her values and what she stands for and that of the brands’.
Johnny Depp and Disney
The decision to drop a celebrity amid controversy, or differing beliefs, does not come without repercussions. For instance, Disney faced backlash when they severed ties with Johnny Depp during the trial against Amber Heard, especially after a seven-person jury ruled in favor of Depp. In contrast, Dior, which had partnered with Depp since 2015, chose to stand by him throughout the trial, receiving praise for their loyalty after his acquittal. Of course, the outcome could have been different had Depp been convicted. That is why it is important that when brands are faced with the choice of whether to drop or retain a celebrity endorser, they must carefully assess the landscape and weigh the pros and cons of each decision before taking a stand.
In the case of Maris Racal and Dazzle Me, although they have parted ways, the brand took the opportunity to remind online users to practice kindness. “As we move forward, may we also take this moment to advocate for kindness and empathy within the online space,” they stated.
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