The role of brand loyalty is the notion of a consumer preferring to buy a specific branded product in favour over another. This is becoming to play an important role in a consumers purchase behaviour. Celebrities who hold expertise and trustworthiness are typically used to positively promote a brand. The portrayal of celebrities through brand endorsed advertisements, result in the youth admiring them. The use of celebrities is to enhance brand image and encourage individuals to buy the brand, so that they can share the same product as the celebrity shown. Many young consumers idolise these celebrities and want to have what they have. Particularly in the beauty industry, many customers are perceived to think that they need a highly priced product to feel better about themselves through a celebrity endorsed advertisement. When L’oreal used Beyonce as the face in an advertisement to promote lipsticks, marketers wanted to create the idea in an individuals mind that these lipsticks would make them feel feminine and attractive like Beyonce. This puts a positive image of the endorsed brand in their head. Through many marketing activities, celebrities are used as they are capable of influencing consumer behaviour through their stance as role models. This can enable and enforce brand loyalty within a young consumer.