Last night on an episode of Channel 4’s hard-hitting social documentary Come Dine with Me, a young lady uttered the following profundity: “You know, I would really love it if Cheryl Cole brought out a perfume.”
This struck me as an unusually frank admission by a consumer that the quality of the product is not only secondary but irrelevant compared with the value of the celebrity endorsement.
Have we then reached the stage where a celebrity is no longer used as an excuse to sell pieces of merchandise, but where merchandise is used as an excuse to sell pieces of a celebrity?
Or is it only certain celebrities? And is it a new thing or has the Relic element always been there at the extreme end of the fame and tat-flogging business?