Бренды ищут долгосрочных партнеров среди номинантов «Эмми», а не только уходящих звезд

When the Emmys arrive Sept. 14, fashion and beauty brands won’t just be watching who wins. They’ll be watching who has momentum, who has a point of view and who looks like it might be worth building a relationship with beyond awards night. Streaming and ensemble-driven shows like “The Pitt” and “Hacks” have widened the pool of talent for brands to consider, with this year’s Emmys recognizing 28 first-time performer nominees. For brands, that means looking earlier and thinking longer-term, said celebrity stylist Amanda Lim, whose clients include Supriya Ganesh, Milo Manheim and Taylor Dearden, who is nominated for Outstanding Supporting Actress in a Drama Series for “The Pitt.” You May Also Like “There’s just more of everything,” Lim said. “There’s more content, therefore there’s more talent, therefore brands have to come up with more refined dressing strategies in order to maintain the spirit of their brand.” She said brands are increasingly trying to establish relationships before talent reaches peak visibility: “I think brands are learning that it makes a lot more sense to create that relationship with that talent from as close to the ground level as they can.” That interest can quickly turn into dealmaking, but Taylor Rahmani, an endorsements and branding agent at United Talent Agency, said she is wary of moving too fast. “When a series is hot, immediately you see an uptick in the business,” Rahmani said. “And it’s up to us as reps to ensure that we’re not making a decision in haste. We don’t want to, just because a show is popular, throw somebody into a campaign or into a non-advertising ambassador role that might not be the right thing for the long term. More often than not, when there’s a team that’s in a rush to make a deal, it usually is the wrong deal, during a show’s peak.” What separates a one-off placement from a longer-term relationship, she said, is a talent’s genuine interest in the space and the strength of what they have coming next. “The talent themselves have to have a deep interest and love for the space, and they have to have the right projects coming out throughout the year,” Rahmani said. “Everyone is looking for longevity. Yes, the nomination is great, but it’s also what you have after it. What does the next year look like for you?” At L’Oréal Paris, that approach is playing out with Kristen Bell, who was just named a brand ambassador and will be supported by the brand around the Emmys. “We don’t go for somebody who’s just hot right now,” said Julie Delazyn, U.S. vice president, head of brand image and experience at L’Oréal Paris USA. “We try not to just jump on what’s cool and hot, and we try to understand, is this person aligned with us for the long run?” Delazyn called Bell a “proof point,” noting her voice, charisma and wit. Follower count, meanwhile, is not necessarily a deciding factor for the brand. “I think followership isn’t necessarily important, but I think sentiment is,” she said. “It’s less of a numbers game and more of a sentiment for us.” For Delazyn, the Emmys remain an important place to watch not just how talent looks but how they communicate. “We’re really looking and we’re listening at these big events because more and more, as a consumer, you see it in these bite-sized formats,” she said. “You see sound clips, you see amazing interviews on the red carpet, and that’s a really great gut check for what is important to that person and how they are communicating it.”