I LOVE those Charlize Theron ads! I had a woman crush on Charlize Theron for ages. But those ads are iconic now, she even had a short 'how the videos were made' segment because people loved them so much.
Back to topic (sort of) :
I don't quite understand what went wrong with Meghan, because whilst I definitely agree she's not model level beautiful like Charlize, she was and is still, commercial magazine cover material. She should have been able to float something like perfume easily. But then again, maybe perfume does require a person of substance behind the sell, because you are buying not just the scent, but the themes the perfume represents, which are intangible things like allure, success, desire, influence, independence, strength, love...which is why perfume ads are notoriously subliminal and suggestive.
Maybe Meghan now no longer cuts it in that sense. If I was her PR agent, I would tell her that her major problem is that she doesn't appear to stand for anything either prosocial or antisocial. There's no personality. It's all very predictable. Ironically, she wants to be liked too much by a certain set of people to take real risk. Even this As Ever thing. Compare it to Goop. I remember Gwen coming out with some genuinely wacky controversial ideas regarding health and fitness gadgets and trends - vaginal steaming, things like that that are more mainstream now but seemed crazy at the time. I just had a quick look and she's selling a vulva vibrator on the website. Gwen cut out the gluten and the dairy as a dietary choice long before it was mainstream. It grabbed attention, but it was HER. Whether you agreed with what she was pushing or not it was authentic. And Gwen is still a bit of a pretentious darling. But she believes in it, so it works.
Meghan attempting to be like a feminist tradwife doesn't quite chime.
There are online personalities doing what she is doing much better and more authentically, your Ballerina Farms, Nara Smith et al.
I honestly think that the Duchess of Sussex title is holding her back. Which is very ironic, as she is constantly thinking through what a Duchess should be like (I know it appears crazy to us British people because us most definitely not behaving like a Duchess to us) but she is genuinely straitjacketed by the title in America. She cannot be the least bit controversial and take risks. She likes to be announced and be seen as 'classy'