Teen stars must act their age to preserve their image

By SAMANTHA ETTUS
Scripps Howard News Service
02-SEP-04

It is back-to-school time, so now is a perfect occasion to look at young Hollywood, the teenage stars on the precipice of adulthood. From Marie Osmond to Britney Spears, the transition from teen fame to adult star has proven tricky, and few have managed it successfully.

I can't help but wonder when it became commonplace for 18 year olds to act like their 30 year old colleagues? Could this be an intentional career strategy? If so, can it be anything but detrimental?

This week we take a look at three young stars at the climax of their teenage years: Lindsay Lohan; Mischa Barton and Hilary Duff.

How are these teens managing their personal brands?

(The brand-assets meter ranges from $ to $$$$.)

Mischa Barton

On the plus side, she was just anointed the fresh face of Neutrogena and has emerged as the media darling of last season's runaway television hit, "The OC."

On the down side, Mischa is already exhibiting diva behavior, which won't help to keep her in the spotlight for the long term. She has recently been photographed all over Hollywood arguing with her boyfriend, oil heir Brandon Davis.

Although Mischa's rise to fame seems sudden, her career has always shown promise, and she was considered a child prodigy at age 4. She talks of attending college, and letting her intelligence shine through would certainly be her best move. Even though Mischa's penchant for clothing is well documented, she seems more hesitant to wear a smile, an age revealing feature that will likely reappear in the new Neutrogena ads and provide a boon to the Mischa Barton brand.

Mischa Barton's Brand A$$$ets

Lindsay Lohan

As the star of "Mean Girls," Lindsay won accolades for a terrific and endearing performance. Nonetheless, it is her off-screen antics that have taken center stage and threaten to cloud the rest of her career. In addition to partying like an adult, she has been constantly photographed exposing excessive cleavage, and, more recently, in the company of her 24 year old boyfriend Wilmer Valderrama, a star of "That '70s Show."

He doubtless has benefited from his association with the hot teen star. Unfortunately, the pairing has not had a similarly positive impact on Lohan. The duo reportedly purchased promise rings at Tiffany's, and Lindsay hasn't stopped there. Her most recent posse includes Paris Hilton and Tara Reid, both notorious party girls with a reputation for anything but acting. Tara Reid is 12 years her senior; dare we contemplate what little they might have in common?

Lindsay became known for her acclaimed role in "The Parent Trap," and her performances since have not disappointed. It is up to her to help us remember why she became famous in the first place _ through talent and hard work. She has an opportunity to resurrect that reputation by acting _ her age.

Lindsay Lohan's Brand A$$ets

Hilary Duff

Hilary is the anomaly in Hollywood, and she deserves kudos for acting like the 17-year-old she is. She lives with her parents with whom she remains very close, she dates boys and breaks up with them, she dresses her age, and she appears to enjoy the same things her peers do.

And though she has experienced her fair share of drama _ including a since-quelled war with Lindsay Lohan that graced the tabloids _ Hilary is one of the only true young role models left in Hollywood. While one half of the Olsen twins has recently been released from a treatment facility, and cohorts Lindsay Lohan and Mischa Barton play like adults, Hilary is shining with a hit record and a thriving movie career, proving that being a role model pays off.

Hilary Duff's Brand A$$$$ets

Remember: the most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus, president of Ettus Media Management, is a leading voice on personality-driven brands. Her first book, "The Experts' Guide to 100 Things Everyone Should Know How To Do" (Random House), will be published in September. Send comments and questions to Samantha(at)celebrityassets.com.)

(Distributed by Scripps Howard News Service, http://www.shns.com)