i understand people like sharapova or paris hilton putting out fragrances because being blonde, skinny and rich makes you highly marketable. while andre and steffi are great tennis players and well known, i just don't see them having the same kind of huge marketability as some of the other people that have put out fragrances, it's a little harder to sell someone, especially the demographic that comsumes the most, on the idea of wanting to smell like almost middle-aged, retired or close to retired athletes. they don't exactly exude the upscale yet youthful and sexy vibe that most consumers young and "old" strive for these days. not exactly the kind of celebrity i'd be trying to sell if was estee lauder
may not understand what's happening but allow me to explain as best I can.
Estee Lauder is one of (if not the) biggest cosmetics firms in the world (certainly in the U.S.) and they don't make mistakes when it comes to choosing who will promote their products. They do reams of research marketing. They don't just pick a name out of a hat.
Estee Lauder wanted to re-introduce the "Aramis" line of products a couple of years ago and they chose Andre Agassi as their spokesman. The re-introduction was a success, a great success. THAT's
why Estee Lauder is now using BOTH
Andre Agassi and Steffi Graf to introduce a women's line to the "Aramis" brand. If the first venture had not succeeded then there would not have been a second venture. Get it??
In Germany, Steffi is the star of the family, not Andre. Why wouldn't a smart company like Estee Lauder decide to also use Steffi, along with Andre to introduce the women's line in Europe. Steffi is also very big in Japan and China. (She did plenty of endorsments before Andre came along.)
especially the demographic that comsumes the most
The demo that SPENDS
the most money on upscale merchandise is the over 40 group . . . not the teens. Teens are a "throw away" society and their tastes change . . . daily, it seems. They aren't needed by Lauder. Understand?
Everything that Andre, Steffi or Andre AND Steffi are endorsing have been very successful so far. I don't think the Lauder people are worried about anything.