24 March 2011

Elizabeth Taylor’s White Diamonds is Still the Best-Selling Celebrity Fragrance

With the terribly sad news of Elizabeth Taylor's death yesterday, Grazia’s Team Beauty spent most of today reminiscing about the Hollywood star’s to-die-for violet eyes, those eyebrows and that perfect pout.

We really shouldn’t let any amazing fact about the iconic actress surprise us anymore but did you know that among all those hundreds of celeb fragrances that are launched year after year, Elizabeth's White Diamonds, launched in 1991, is still the number one bestseller? While by no means the first celebrity scent out there, Elizabeth was arguably the first person to do a celeb scent and do it well! As you can tell, Ms Taylor seldom did anything half-heartedly. Tamara Steele from Elizabeth Arden (the company behind the perfumes) began working with Liz 11 years ago and attests to Taylor’s dedication and business instinct. ‘She created fragrances she would love to wear and was proud to give to her friends. She was very knowledgeable about fragrance notes. She instinctively knew quality and wouldn’t compromise, and she was proven to be right all the time. She touched every element of her fragrance brand. She loved to design her fragrance bottles — she had exquisite taste and her bottles were like little jewels.’ Would we really expect anything less?

White Diamonds was actually the second of an impressive twelve (it was preceded by Passion and followed by Black Pearl and Violet Eyes in 2010), making the Oscar-winning actress equally known for being one of the first to create a successful brand out of her image.  Together, the perfumes make a staggering  $76.9 million annually and brought in a whopping $61.3 million in 2010 alone.  Wowza! The reason? Well, the simply fantastic commercial might have something to do with it - a black-and-white ad featuring a glamorous Taylor slapping down a diamond earring on a gambling table and proclaiming: ‘These have always brought me luck!’ But frankly, it simply smells really good and it’s been around for so long that it’s considered something of a classic rather than just another celeb scent.

Just like Dame Elizabeth herself, we think.

 

 


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