International stars may start with built-in strength in their home markets, but when they drive trust, appeal, and real action in the U.S., it signals something bigger. If their influence holds here in the world’s most competitive market, it indicates real global scale.
Using E-Score Celebrity data, we look at which types of global stars move which types of brands here in the U.S.
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E-Score Celebrity Global
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High Trust, High Appeal, Low Backlash
These international stars combine strong appeal and purchase intent with credibility and trust. Both score below average on “Fake” and “Annoying,” giving brands impact without the downside risk.
Best Fit: Auto, financial services, airlines, hospitality, and luxury CPG.
- Margot Robbie delivers big U.S. awareness with real trust and purchase intent, aligning naturally with luxury beauty (Chanel) and travel brands (Away Travel).
- Global scale with Mass appeal
- Even with lower U.S. awareness, Squid Game star Lee Jung-Jae stands out for trust and credibility – and that belief drives purchase intent. Partnerships with Gucci Valigeria and MIDO reinforce his fit for luxury travel and high-end goods.
- Trust first global breakout
High Social Buzz, Real Activation.
These international stars turn cultural heat into buying behavior. They spark conversation, set trends, and convert fandom into purchase.
Best Fit: Fashion & beauty, streetwear, consumer tech, gaming, food & beverage, and limited-edition drops.
- Kylian’s global fanbase doesn’t just follow him – they buy. He delivers outsized buzz and purchase intent through fashion (Dior), Gaming (EA Sports), and limited-edition activations (Louis Vuitton).
- Turning fandom into action:
- Heated Rivalry star Hudson Williams shows how quickly culture converts. He’s already aligning with major fashion houses (Balenciaga) and creating viral moments for beauty brands through his skincare routine.
- Emerging star with outsized activation
High Authenticity, High Identification, Real Connection
These international stars blend charm and style with strong purchase intent. They feel approachable and easy to identify with, without the overexposure that weakens impact.
Best Fit: Retail, lifestyle, wellness, beauty, QSR, and accessible CPG.
- Lupita blends warmth and relatability while staying below average on overexposure. Her work with DeBeers (promoting ethically-sourced diamonds) and WildAid (advocating against ivory poaching) proves she adds meaning, not just visibility.
- Winning Through Identity
- 2026 Best New Artist winner Olivia Dean pairs relatability with modern polish, driving strong appeal and purchase intent even at lower awareness. She puts her own stamp on luxury with her London-rooted authenticity at Burberry, while moving seamlessly into everyday style with Adidas Originals.
- Relatable Rising Pop Star
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E-Score: The only affordable, comprehensive, time tested dynamic research database of celebrities, brands, characters, and TV programs available in the marketplace.
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What you missed: Talent in the Age of Influencers and AI
Visibility can be engineered overnight. Credibility can’t. E-Score Celebrity helps separate real talent from manufactured buzz by showing who earns trust, not just attention. Read more HERE!
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