Like Mariah Carey music? Luxury brands sure hope so and plan to engage you using Mariah Carey! However, I can’t help but wonder about how the affects of ALL the bad press she receives from her ongoing battle with Eminem will impact her luxury branding image.
We see product placement all the time but Mariah Carey is about to make history for luxury brands. Beyond ads or regular product placement luxury brands will plant product placement as a seed to engage fans with Mariah Carey’s luxury lifestyle.
According to MSNBC Scoop, “Mariah Carey set records with her last album, “E=MC2”; it sold 463,000 its first week, the best in Carey’s career.
With her new album, “Memoirs of an Imperfect Angel,” Carey is looking to make history again, but for different reasons. When it drops Sept. 15, Carey will become the first artist to bundle the CD with lifestyle ads from Elizabeth Arden, Angel Champagne and the Bahamas Board of Tourism. As if that’s not enough branding for one album, there’s this: the 34-page ad booklet is a co-production with Elle magazine.”
Luxury is a lifestyle and execs are finally starting to get it. I understand that Mariah Carey is a big selling artist but is she ready to be a luxury seeding lifestyle celebrity?
This is something that Beyonce Knowles does VERY well.
Is Mariah Carey’s target audience really luxury focused? When you think of Mariah Carey do you think luxury?