Janet Comenos

I think we've actually seen that the Kardashians clan in general does not score super high in terms of consumer approval, trust is one of the core tenants of our consumer approval metric and that can lead to lesser results with their campaigns because people think that they're just kind of slapping their name on any brand.

Authenticity is one of the key tenants, if not the core tenants to endorsement, if consumers are mistrusting of the authentic relationship between the celebrity and the brand and they don't believe it, then they're not going to engage with it and they're not going to make a purchase or take further action.