Pierce Mattie Public Relations New York & Los Angeles

Celebrities have long used their clout and visibility to promote products that they love just as marketers and publicists have leveraged star power to help promote their products. Suzanne Summers could be considered the ur-marketer of the stars from the Thigh Master to protein shakes. But her current project, a book about bioidentical hormone replacement therapy has more than a few people worried.

The book, though, has raised the hormone levels of at least seven medical doctors. The doctors — three of whom are quoted in the book — generally support the concept of bioidentical hormone therapies but say that too little research has been done to assure that they are safe.

Further, they are outraged that Ms. Somers endorses a treatment plan created by T. S. Wiley, a former actress with no formal medical training.

They continued, “The so-called ‘protocols’ endorsed and promulgated throughout the book may expose women to serious health dangers.”

This all raises plenty of medical questions certainly but more urgently it questions how we as consumers should trust and interact with celebrity spokespeople. While we can all agree that Ms Summers looks just as good as always do we attribute this to her "juice of youth" or to her new makeup artist? There are so many factors that go into our perception of celebrities from our thoughts on their most recent relationship to our idea how how one should conduct oneself in public that all ultimately influence whether or not we take their advice. And when this perception comes up against troubling medical evidence then it is worth questioning our motives indeed.