It's certainly possible - but the wording in article is exactly the same as Perfume or Clothes designers say about celebrity branded products: Oh, Jennifer [Ani

It's certainly possible - but the wording in article is exactly the same as Perfume or Clothes designers say about celebrity branded products: Oh, Jennifer [Aniston|Lopez|Garner] had HUGE impact and was VERY clear on her vision from day one. She's been very specific and hands-on to ensure that we bring fresh new scents & ideas never seen before, and really push the boundaries of what the market has experienced. etc etc etc. It's part & parcel - in order for your name/brand to have any value to the manufacturer/producer, it has to at least appear, plausibly, that you actively contributed. Some celebrities buy into their own spiel too... (and some, to be fair, actually find they have talent and/or invest actual effort into it, that may not even have to be secretly undone by the actual experts :P )