Word: cachet
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...just to buy groceries. But major moves had become something of a specialty for them. They had left Libya for Vancouver as young girls, and it wasn't long before the Cibanis adapted to their trial-by-fire China immersion. Ports International grew into the perfect hybrid of foreign cachet and local sensibility that Chinese woman craved. Many customers believed that the clothes they were buying at Ports' growing chain of stores were imported. Chan's marketers encouraged that perception, using high-profile models like Kate Moss and Claudia Schiffer in their ad campaigns. Ports had obvious advantages over competition...
...signed on to appear in magazine advertisements for Max Factor in the '30s and '40s. Although Farrah Fawcett sold untold amounts of Wella Balsam conditioner in the '70s and L'Oréal has had a revolving army of actors proclaiming "Because I'm worth it" for four decades, the cachet of the beauty endorsement had been on the wane since the late '80s and early '90s. Models supplanted actors as the "faces" of brands, and celebrities were forced to skulk off to foreign markets like Japan's to fulfill lucrative endorsement contracts under the radar. But a quick glance...
There are legitimate reasons stars are signing up to shill mascara and moisturizer in such numbers. First, the embarrassment factor has disappeared. "Ten years ago, celebrities didn't think this was a good career decision. They thought it detracted from their cachet," says Scott Beattie, chairman and CEO of Elizabeth Arden. "When we signed Catherine Zeta-Jones in 2002, she was one of the first prominent celebrities to sign to a beauty brand. Now it seems stars see an opportunity [with beauty advertisements] to present themselves to the public in a more controlled way than the tabloids...
...month; competence alone counts, and, by defending her budget, she's won the respect of her ground troops. If Sarkozy wins next May, she has the clout in the party to assure her a top post in his government. Nicole El Karoui Math Professor Few postgraduate degrees have the cachet of one earned under her aegis at the Ecole Polytechnique or the Université Pierre-et-Marie-Curie (Paris VI). Banks snap up her students, who have mastered the probability equations that hedge funds need to model portfolios. Anne Lauvergeon CEO, Areva Group A former Mitterrand acolyte, she negotiated...
...doesn't have the cachet or name recognition of Myspace or Facebook, but in Brazil, Google's relationship site Orkut boasts a coverage that its more celebrated rivals cannot match. Almost half of Brazil's 32 million internet users have a profile on Orkut. Go to any cyber caf? in Rio de Janiero or Sao Paulo and wired youngsters will be leaving messages for friends, checking out potential dates and surfing through hundreds of thousands of communities, from the spiritual ("We love God"; 254,072 members), intellectual ("Addicted to books"; 46, 203 members) and physical...