Brewery Anheuser-Busch and Nike ended their relationship with cyclist Lance Armstrong in 2012 when it turned out that Lance had been heavily under the influence of drugs for years whilst racing up the mountains.
Linking your trademark to a celebrity remains a risk. You can’t control their behaviour, and they may do things that don’t always align with your brand’s values.
A few weeks ago, L’Oréal announced in the Dutch newspaper AD that top model Doutzen Kroes, who blatantly profiles herself as an anti-vaxer, can stay as the international face for L’Oréal. Read the full AD article here (unfortunately only in Dutch) or the short version here. Chiever also contributed to this article. Opinions on what L’Oréal should do are divided.