Cashing In On an Oscar

As reported in Turning Stars into Brands, nine years passed between Julia Robert's winning an Oscar and her becoming an ambassador for Lancôme. It took Lupita Nyong'o only one month to start working with Lancôme. Celebrities are increasingly seeking opportunities to associate themselves with a brand, or developing their own brand. Some have been spectacularly successful, while others have flopped. The article covers both successes and failures.