At Accelerant Research, we regularly test ads to uncover what really drives performance with consumers using our proprietary Agora USA research panel. This August, we ran two head-to-head comparisons that shed light on two timeless advertising questions: Does brand prestige matter? and Does a celebrity make a difference?

Test 1: Premium vs. Drugstore — Lancôme vs. Maybelline Mascara Ads

We surveyed 250 American women to compare two similar mascara ads: one from luxury brand Lancôme, and one from drugstore favorite Maybelline.

The results revealed a split story:

• Brand Recall → Lancôme dominated, proving that premium brands still have an edge in memorability.

• Consumer Engagement → Maybelline outperformed in likability, purchase intent, and consideration, showing that relatability and accessibility resonate strongly with audiences.

Key takeaway: Premium branding may stick in consumers’ minds, but affordability and relatability often drive action.

Test 2: The Celebrity Factor — SkinnyPop with vs. without a celebrity

Next, we compared two SkinnyPop ads: one with a standard storyline and another featuring actress Jennifer Aniston.

Here’s what we found:

• Engagement & Likability → The Jennifer Aniston spot scored higher, showing that celebrity endorsements can create a halo of positive attention.
• Brand Recall & Viral Potential → Surprisingly, the celebrity boost didn’t translate here. The non-celebrity ad performed just as well on memorability and shareability.

Key takeaway: A celebrity can lift emotional response, but doesn’t always guarantee stronger brand impact.

What This Means for Marketers

Together, these tests highlight the nuance of ad strategy. Brand tier influences how memorable an ad is, while celebrity presence shapes how consumers feel about it. But neither factor works in isolation—effectiveness comes down to how well the message aligns with audience expectations and motivations.

At Accelerant, we’ll continue to explore these dynamics through ongoing ad testing. Stay tuned for more results in the months ahead.