the new kris: not new enough
kris says she’s leaving the buzz and snn by the end of the month para hindi siya makadagdag-problema sa administrasyon ng kuya niya with her tactless foot-in-mouth ways. but is that all she’s giving up? what about the product endorsements? will she continue to promote unbridled conspicuous consumerism, continue to sell sell sell any product that meets with her very-very-very-personal approval, continue to encourage her tens of millions of fans to buy buy buy the products she likes, continue to sell sell sell herself herself herself like nothing else matters?
There is no doubt that Kris Aquino is one of the most sought after product endorsers in the country. Even the mere mention of a brand or label by the actress-TV host in any of her shows will result in brisk sales. For example, when she started wearing a jade bangle from Joy Lim’s Charms & Crystals, women flocked to the feng shui shop’s outlets to buy the same thing.
When Aquino says that she loves a restaurant, expect her fans to patronize the place. If she says that something is good, the public believes her.
“Kris really tests the products that she endorses,” says a source. “I have seen her refuse fat endorsement fees because she doesn’t like what she is supposed to sell to the public.”
For the record, getting Kris Aquino as an image model doesn’t come cheap, but according to one advertiser whose service the actress endorsed in the past, “herendorsement is worth every penny.”
It is no surprise that Aquino is the image model for a wide range of brands including telecommunications services, skin care, food and beverage, laundry soap, washing machine and many others. Advertisers send her products all the time because if she likes it, she will say so and the cash registers will work overtime. She even has inspirational CDs, one which includes her son. No, Kris doesn’t sing in any of the CDs. Rather, the songs were personally chosen for their inspirational and uplifting values.
When she launched her own magazine called K for ABS-CBN Publishing, it became a bestseller. As if her endorsements aren’t enough, they wanted to know what Kris Aquino is really like in private, what instant coffee she drinks (Nescafé); what body care products she prefers (The Body Shop) and what type of food she loves best (steaks).
A year ago, Aquino and ABS-CBN Licensing thought of releasing a line of home products that would bear her name. On TV, Aquino admitted that for the past year, products like pillows, cooking utensils and even plastic containers would arrive at her house and she would try them out to see if they passed her standards.
If they did, it was a go. If she didn’t like the products, it was back to the drawing board.
Karen Eve Coloma, licensing manager for the synergy division of ABS-CBN’s licensing group, says the products under the K Everyday Home Collection—from the linens to the cookware—have all been personally tested by Kris for reasonable periods of time.
“The suppliers were carefully chosen for the project because Kris didn’t want to put her name to anything that the public will be disappointed in,” Coloma says during the preview for the collection held at SM Makati.
She explains that Kris is very meticulous when it comes to her home and the things that she and her family use.
“The collection emulates Kris’ style and is inspired by her personal choices,” Coloma adds.
The first collection focuses on two of the actress’ favorite areas of her home, the bedroom and kitchen. There are bed linens and pillows from Dakki; cookware and kitchen accessories from Metro; stationery, journals, gift wrappers and gift boxes from Sterling Paper. A personal favorite of Kris is the home organization and storage solutions by Sawasdee,
“I am into boxes and storage these days. I even put notes on each box,” says the actress.
Kris shares that since she is in mourning for her mother, former President Corazon Aquino, for a year and promised to wear only black and yellow for the period, most of her “personal” clothes or the ones she doesn’t use for shooting movies and commercials and taping TV shows that are not in those colors are in storage. Thus, they need to be organized and labelled properly for future use.
Expect to see a lot of bright colors in the collection. Kris reveals that during the testing period for the products, she had to reject some of the colors as “they were not me.” The linens are in pinks and purples and everything—from the packaging to the items— is pretty and pleasing to the eye.
back in the reagan days, when the actor was campaigning for the presidency of the U.S., his opponents would show old tv commercials of the young handsome ronald selling a laundry detergent (a la tide or breeze), which was a huge turn-off for many. it was my first sense that for celebs, selling commercial products on the idiot box was not something to be proud of because it means you’ve sold out to the multinationals that greedily rule the world.
reagan won anyway but he certainly stopped his showbiz ways as it would have diminished the presidency and held it hostage to vested interests. i know, i know, kris is only a soon-to-be presidential sis. and i can hear the howls: but what’s wrong with selling/endorsing products, it’s an honest living, and so lucrative, she’d be crazy to give it all up. ah yes, the money is too good, the money makes it okay, and hey she pays tens of millions in taxes, as in role model, di ba.
i suppose if we were a first world country like holland where there are no poor, no beggars, no hungry, okay lang. but in a third world country where the televiewing masses can barely manage three meals a day and television is the great escape, it’s the height of cruelty (witting or unwitting) to raise material needs the way kris does when she sells non-essential products that the masses can only yearn for, dream of, but never ever in reality afford. and, by the way, let’s be clear: it’s not the fault of the poor that they’re poor. it’s the fault of the rich, who know only how to get richer at the expense of the masses, which is so terribly uncreative.
inquirer‘s marinel cruz writes:
In her Twitter account, Aquino said that she would likewise stop appearing in the drama series “Kung Tayo’y Magkakalayo” in mid-August. She hinted on the possibility of hosting a lifestyle/travel program when she returns from a three-week vacation in September.
ganoon? but when she appears in tv commercials selling all kinds of commercial goods, isn’t that a super favorable comment, opinion, articulation, reflection on/of her personal worldview and lifestyle? inquirer‘s ige ramos writes:
I just hope she’s aware of the power she wields. And I pray that she uses that power to transform this country into something bigger than herself, and not waste it on mundane show-biz activities.
Now that her brother is President, this is an opportunity for her to do something positive, great and wonderful. Something she missed out on when her mother was president.
actually, kung di niya ma-gets o di niya kakayanin, or if sayang the money, paano siya makakatulong kung wala siyang pera pang give-away, ok lang naman din. she can keep doing product endorsements and soap operas, do a lifestyle/travel show, even glamorize dole-outs with a million pesos worth of school supplies to favored barangays (they voted for noynoy kasi), just please please please, no talk about caring for the poor, or honestly trying to improve the lot of poor pinoys. because really, all that showbiz stuff is anti-poor. one cannot be for the poor on the one hand, and anti-poor on the other, and have ANY kind of credibility.
if kris truly wants to make a difference in the next 6 years, WHAT IF she embraced instead an environmental concern, what if she focused her super powers instead on metromanila’s garbage problem. zero-waste is the target. she can spend the millions she’s so happy to give away on plastic garbage pails, 2 to a household metro-wide, for segregating biodegradable from non-biodegradable. she could put together educational tv shows that would promote the campaign and get the public to join the bandwagon. she could collaborate with garbage truck contractors in putting up recycling centers. she could create a market for recycled goods by being the number-one customer and product endorser. o di ba. new jobs created, and no more flash floods, no more ondoys, no more blocked-up waterways, inang lupa would be so happy, and kris would come out smelling so good, even make it on the cover of time and newsweek, for sure, on her own merits. we could all be so proud.