Pierce Mattie Public Relations New York

One would think that beauty companies would be shifting gears down and out when it comes to paying the salaries of the celebrity elite--but think again. According to Forbes, consumer brands like Lancôme and CoverGirl are beefing up their usage of Ellen Degeneres and Anne Hathaway knowing that their products and personalities together have staying power and effectively drive sales.

Though we won’t find new brands launching in 2009 we will see a revival of the retail classics, especially in the world of fragrances. True, one right now may not be able to afford that house in the Hamptons, but for just a few dollars you can identify with Common for Diesel’s Only The Brave.