From Marilyn Monroe to Michael Jordan: How Celebrity Became a Marketing Force
Fame sells. It always has.
Long before “founder” became a social media job title, celebrities were shaping what we consumed — from lipstick shades to fitness fads, from fragrances to footwear.
In Part 1 of this series, Celebrity Brands Are Booming — But Can They Still Break Through?, we explored the surge of celebrity-founded brands and what’s driving their rise in today’s market. But this isn’t a new phenomenon. The idea of celebrities influencing what we buy has been evolving for decades.
While today’s headlines might focus on billion-dollar tequila exits and beauty brands, celebrity influence isn’t new. The connection between fame and commerce has existed for decades.
This post isn’t about whether celebrity brands are “authentic.” That’s subjective. It’s about how fame, visibility, and cultural capital have long translated into sales, and how that influence evolved over time, from admiration to aspiration to ownership.
Style, Stardom, and Selling Power
Image featured in Get the Gloss
In a now-famous 1952 interview, Marilyn Monroe said she wore "five drops of Chanel No. 5" to bed and nothing else. “I don't want to say nude,” she added, “but it's the truth.” (Source: Refinery29)
Celebrities have been selling products since the early days of Hollywood. Monroe defined bombshell beauty years before she was photographed holding a bottle of Chanel No. 5. Although she was never an official spokesperson during her lifetime, Chanel eventually leaned into her legacy with a dedicated campaign. Decades after her death, she remains one of the most iconic fragrance ambassadors and an early and enduring example of celebrity allure fueling brand mystique.
Audrey Hepburn turned a little black dress into a fashion staple. Jane Fonda inspired a full-blown fitness movement with her workout tapes, helping to shape an entire consumer category that brought health and beauty into American living rooms.
And then there’s Elizabeth Taylor, who deserves more than a passing mention.
📝 Discover how her White Diamonds empire proved that celebrity could move more than merch — it could move markets. And from Marilyn Monroe to Oprah, George Foreman to Jane Fonda, Run-DMC to Rihanna, the long arc of celebrity influence has shaped entire categories and consumer behaviors. This isn’t just a nostalgia tour. It’s a blueprint for how fame evolved into equity. Read the full Substack article to see how celebrity shifted from endorsement to ownership: Icons to Entrepreneurs: The Long Arc of Celebrity Influence
