By SAMANTHA ETTUS
05-OCT-05

Though this week is full of talk about the surprise nuptials of Ashton Kutcher and Demi Moore, we at Celebrity Assets are reserving comment until we see the photos. Unfortunately, the unlikely couple sold their pictures to Britain's OK! Magazine for three million dollars, so their U.S. debut will have to wait. In the meantime, though outshined by the wedding attention, there have been other celebrity newsmakers this week. Let's take a look at the actions of Ashlee Simpson, Paris Hilton and Charlize Theron and how their current behavior helps foretell their next moves.

Ashlee Simpson
Few could forget the humorously embarrassing Ashlee Simpson incident on Saturday Night Live last October. When Simpson was caught lip-synching her way through her own song, she became the laughing stock of the music industry, and a large group of consumers even organized for a "Stop Ashlee Simpson" campaign, requesting a refund for their Simpson CDs and boycotting her music. It is odd then that only one year later she has chosen to return to the same stage that caused her so much trouble. Her appearance next Saturday on SNL precedes the launch of her second album, aptly titled I am Me, but her decision to reappear on the show so soon is a risky one, and the potential for harm far outweighs any benefit. Presumably Simpson will be singing live this time in the hopes of erasing her past transgression, but even if she performs at her peak, the mention of last year's embarrassment will be inevitable. Her appearance, though admittedly gutsy, is more likely to serve as a laughable reminder of her last one, and will simply reintroduce an entirely new group of eyes and ears to the incident and make it top of mind once again.

Ashlee Simpson's Celebrity A$$ets

Paris Hilton
We can hardly recall a time when it was Hilton's professional life that made her newsworthy. Alas, Hilton once again made headlines this week for her personal life when she announced her split from fiancé and Greek shipping heir Paris Latsis. Apparently, Hilton has made a quick recovery – she was already seen making out this week with another man. Though Latsis has been largely silent about the breakup, issuing an innocuous statement through a publicist, Hilton's parents have been vocal about the other Paris' lack of ambition, claiming he was too lazy a companion for their daughter. In hindsight, we understand the insta-bond that formed between the two Paris's – both were born into obscene wealth, both liked to party, and both shared an attention-grabbing moniker that provided endless conversational fodder. But despite her shortfalls, Hilton's decision not to marry was a laudably mature one – she admitted that she wasn't yet ready to wed and didn't want to end up another marital casualty. For standing firm against the tide that often sweeps young famous couples into marriage before their time, she can and should be applauded. Perhaps this incident will be the coming out party for a new, more mature Hilton – one that fans and foes alike can embrace.

Paris Hilton's Celebrity A$$$ets

Charlize Theron
While her limitless talent led to a Best Actress Oscar for her role in Monster and her looks stop traffic, Theron has managed to escape the relentless spotlight that has plagued so many stars. She makes her rare public appearances with either her mother, who she calls her best friend, or her boyfriend, actor Stuart Townsend, at her side. Theron's interview on Oprah last week confirmed that her lifestyle is full of substance and not just for show. On two separate occasions, Oprah reflected on something Theron said with a thoughtful, "Aha." Anyone who can impress Oprah is definitely a person worth listening to. As she explained to Oprah, keeping herself grounded is a top priority, and Theron walks the walk. Prior to her Oscar win, Theron traveled with Townsend to a spot in South America where there are no phones or televisions to be found, savoring the simplicity and emerging rejuvenated at the Academy Awards. Her highly anticipated new project is the film North Country, but given her dignified and levelheaded comportment, Theron's bankability cannot be measured solely by the success of her next film. Theron approaches her life and career with a long-term perspective, and for that reason, we have every confidence that she is here to stay.

Charlize Theron's Celebrity A$$$$ets

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

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How to Do" (Random House). Contact her at Samantha@celebrityassets.com.)