The “Kommersant-Dengi” weekly reports there is an emerging new trend. To promote their products, fashionable trademarks and cosmetic brands more and more often resort to services of women actors and not to those of professional models. Among the actors, who are chosen by watchmakers and jewellery companies to be ambassadors of their brands, there are some Russian celebrities. This choice is largely stipulated by the necessity to deal with Russian consumers; however, among the Russian celebrities there are some who are well known to the foreign audience as well.
Thus, Chopard, a jewellery company, has chosen Anastasia Volochkova to be one of its “faces”. Under the contract, this ballerina is obliged to demonstrate jewels of this firm when she is appearing in society. Anna Netrebko, an opera star, became a new company face. Oleg Menshikov represents the Swiss watch trademark of Longines.
Jewellery Company Carrera y Carrera maintains traditional ties with the Moscow Cinema Festival. For the ninth year running Russian women actors have an opportunity to choose decorations from various collections of the famous Spanish jewellery house for their appearance at festival events. This year, as it was noted by the “Domovoi” Magazine, the most sought after were not even Basel specialties – the Ava, Sol у Sombra and Те Quiero collections – but the bestseller of the year past – tiger or lion face pendants. Fred Skepsi, Chairman of the Cinema Festival Jury, traditionally wore his symbol of power – a chain with a locket depicting Saint George made by Carrera y Carrera, while the best actors, in the jewellers’ opinion – Fabrice Luchini and Kirsti Stubo – received Avalon watches as gifts.
Men are playing an ever greater role both as consumers and participants of jewellery advertising. This tendency was spotted even on a regional level. “The market is always changing,” says Anton Titenok, CEO of the Krasava Pro advertising agency in Volgograd, in his interview to the “Delovoye Povolzhye” Daily. “We have an order from a firm trading in jewellery. One would think it is about regular female things and female-type advertising. However, they furnished the data taken from foreign and Russian studies, which proved that demand in this segment is very rapidly shifting towards masculine audience and it means that our advertising campaign should be aimed at masculine buyers. Now we are working on this project.”
The characters in the advertising campaign of the new Cartier Inde Mysterieuse Collection are represented by the sterner sex. It is remarkable that in advertising images all the brooches of the collection are presented not by women, but by men, says “Kommersant-Weekend”. Black haired and barbate youths with pale and prissy faces are entrusted to play the roles of maharajas, the former customers of Cartier.
