A new type of celebrity endorsement

A lot of celebrities launch their own clothing lines, perfumes and other paraphernalia to just put their name out there and thus build on their own equity.

Others, simply get paid to promote X, Y, Z without any particular positive twist  to them other than a fat pay check.

But recently, we've witnessed a new kind of celebrity endorsement. One that, on top of promoting a clothing line, gym gear or any other objects, also promotes a purpose. That's right: purposeful celebrity endorsement. You've heard it here.

Take Dwayne "The Rock" Johnson's example. A couple of months ago "Project Rock" was launched and with it came not only gym gear, but also the actor/wrestler's mojo, attitude and way of life. Through him, millions of fans, could aspire to also achieve success and self-improvement.

Now, Beyoncé comes along with her #MyPark initiative/brand. And again, more than her park swag through girl empowering clothing, it's one's self awareness that it's being celebrated. "Where is park?", "Where do I feel most confident?" and "Why?" Millions of Queen Bee's fans can now join the movement (whilst spending some dollars, euros or pounds) and feel just like their idol.

It might be a slim purpose. But it is a purpose. And that's so much more than classic celebrity endorsement.