By tapping the right celebrities with a large and relevant fan base, brands can reach a wider audience, she says, particularly in the age of social media, where brands need to “increase their visibility in a cluttered marketplace”.

“Even an appearance can enhance the brand’s credibility and value to fans and followers. The celebrity’s endorsement helps drive brand desire, which can lead to a direct uplift in consumer consideration and conversion,” she adds.

“The buzz generated contributes to a positive event and brand experience, making it more likely that attendees will positively recall and share about the brand.”

Celebrity appearances have also proven to help boost sales, she points out.

“Fans will make purchases simply to have something their idols endorse or to show support for the celebrities. Some brands also create exclusive mechanics for fans to engage with, such as signed gifts-with-purchase or exclusive fan zones for purchasing customers to get into closer proximity with the stars.”

Philosophy’s Singapore launch event was a success, Ms Strunz says, creating the buzz needed to encourage footfall to the 10-day pop-up – and even resulted in a triple-digit growth in sales.

She notes that beauty and fashion brands have long tapped celebrity partnerships, but that this relationship has evolved with social media.

“That said, there has been an increase in more transient and short-term relationships that may rely on the star power of the celebrity and the accessibility of a beauty or fashion brand. Ultimately, we wanted a meaningful and authentic collaboration that was mutually reciprocated.”