
A lot of companies pay huge money for " using" celebrities. Most of the cosmetic companies have started involve the famous faces of actresses like Drew Berrymore, Eva Langoria, Sara Jesica Parker or Jesica Alba instead of super models.It's working because a lot of women identify, look up to them and they want use at least the products they use, specially when they are affordable. Honestly I don't even think they use the staff they advertise. However, Tiger Wood is obligated to wear only Nike, when he signed a contract with them. In my opinion endorsing product may not work when companies use not the "right" person for it.