The Economist: Kim Kardashian, Ryan Reynolds and the age of the celebrity brand

Features
Written By Sandra Cariglio

july 3, 2025

ReD partner Sandra Cariglio is quoted on why the most successful celebrity brands are those where the product is not just a commercial extension, but a reflection of the celebrity’s persona and their audience’s aspirations.

“Picking the right type of product matters. Clothes and booze are things people often buy for what they symbolise, rather than their functionality, says Sandra Cariglio of ReD Associates, an advisory firm. That makes them safer bets for celebrities.”

Read the full article on The Economist.

Sandra Cariglio

Sandra specializes in setting new global innovation directions for luxury retail, consumer goods and automotive companies. She has conducted studies in 15+ countries and is fluent in French, Spanish, Hebrew, and English. Sandra leads her teams to use theoretical frameworks that help clients understand their clients in a new way, but always accompanies that work with actionable recommendations. In the Consumer goods sector, she has led studies about global adornment of women and the changing markers of status of the ultra-wealthy. Her work has also included foundational studies on the values and behaviors of Generation Z, the changing role of mobility in the American family, and contemporary shifts in homemaking.

Prior to joining ReD, Sandra worked as a journalist for Newsweek and Haaretz and conducted large-scale research projects in the tech sector. She holds a degree in philosophy and political science from Columbia University in New York.

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