Who Can Make Celebrity Fragrances Hot Again?


Who Can Make Celebrity Fragrances Hot Again?
Who Can Make Celebrity Fragrances Hot Again?

Filed under: Fragrance

Just about every week I hear of a new celebrity fragrance. Christina Aguilera, Gwen Stefani, Britney Spears and Paris Hilton are just a few of the many celebrities who have launched or are planning new fragrances recently. But WWD's Molly Prior has some bad news for celebrities seeking their fragrance fortune. A look at last year's sales indicates that sales of women's prestige celebrity scents fell 17 percent. The trend is shifting back toward classic and designer scents.

In 2006, Lovely Sarah Jessica Parker was the only celebrity fragrance listed in the top 25 women's prestige fragrances and only one celebrity scent, Unforgivable by Sean John, made it to the list of top 10 prestige fragrance launches. The article cites a variety of reasons for the change including the fact several mass retailers, including Wal-Mart and Target are becoming more selective in their fragrance offerings.

There are two components to the desire to own a celebrity scent, the first is obviously whether or not the juice is good. If the scent isn't attractive or in line with current fragrance trends then it won't sell. The other component is

the celebrities themselves. It matters whether or not the celeb radiates a certain amount of glamour. Case in point, the recent travails of Britney Spears which were notable enough to make the leap from gossip blogs to Wall Street, forcing the analysts who track Elizabeth Arden to conclude that the "Britney franchise is at risk."

My question to you Styledashers is what celebrity can bring star fragrances back? While it be Gwen Stefani, Christina Aguilera or Mariah Carey, all of whom are set to launch fragrances? Or is it someone else entirely, some Hollywood darling like Reese Witherspoon or Scarlett Johansson perhaps?
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