Beauty School Lesson One: Celebrity Fragrances

18 March 2010

Celebrity scents are absolutely M.A.S.S.I.V.E business you know.  In fact, the New York Times' Scent Critic, Chandler Burr, says that celeb perfume is the ‘single best tool for monetizing celebrity that’s ever been created in the history of the world,’ and he knows his stuff.   In fact, celebrity fragrances are by no means guaranteed best sellers; market research says they only actually account for 10% of all fragrance sales (NPD). The vast majority of the money generated by them comes from the publicity surrounding the scent. Carlos Timiros, vice president of global marketing for the celebrity brands at Coty Prestige say that "the beauty of a celebrity, unlike a designer brand, is there is consumer knowledge of this brand or product from the moment you hit the counter."  So there you have it.
 
Talking of successful celeb scents, at a very serious and grown-up meeting at Harvard Business School recently, Macy’s CEO Terry Lundgen revealed that the chain sold $3 million of Beyonce’s fragrance Heat between February and early March this year.  During an hour-long signing session at the store, 72,000 bottles of the bottles flew out of their revolving doors.  Wowzers.  Looks like this one has succeeded on all accounts!
 
by Rose Beer, Beauty Assistant


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