PreviousSplash on the celebrity
WHAT-TO-DO - FREEPORT/LUCAYA & GRAND BAHAMA ISLAND - JAN 2007
Splash on the celebrity
Star quality fragrances
What do hotel heiress Paris Hilton, former basketball superstar Michael Jordan, pop singer Britney Spears and ace footballer David Beckham have in common?
Together with a handful of other celebrities, Paris (Paris Hilton), Michael (Michael Jordan), Britney (Curious) and David (Instinct) have associated their names with successful fragrances.
One reason these scents do so well?although sometimes only for the short term?is that fans simply want to be ?a little more in touch? with their favourite stars, says Paola Giangiulio.
Giangiulio, brand manager with Tairo International, a Miami Beach fragrance and cosmetics distributor, says more and more houses are turning to celebrities to brand their scents. Examples include Dessert by Jessica Simpson and True Star by Beyoncé.
Most of the top celebrity fragrances are available in The Bahamas, as you?ll quickly discover if you check out the perfume counters at Solomon?s Mines and John Bull.
Of the top 100 brands of women?s fragrances in the US, about two dozen are now celebrity-named or endorsed. Three years ago there were only 10.
According to industry buzz, shock rocker Marilyn Manson and novelist Danielle Steele have scents under development. Hilary Duff, Mariah Carey and even Derek Jeter, the New York Yankees shortstop, are lending their names to fragrances that recently have been released, or soon will be.
Celebrity spouses are now becoming involved. Kimora Lee Simmons, wife of rapper and founder of Def Jam Records, Russell Simmons, introduced the very popular Baby Phat. And Beckham?s wife, Victoria, a former Spice Girl and a celebrity in her own right, signs off on Intimately for Her.
Growing trend
Expect the trend to continue. Celebrity named scents are the fastest growing segment of the perfume market according to NPD Group, a marketing research firm.
Elizabeth Taylor was the first to lend her name to a perfume and her White Diamonds remains a top seller. Since then, she has added Passion, Forever Elizabeth, Black Pearls, Diamonds & Emeralds and Diamonds & Rubies.
Taylor?s success stood alone until 2002 when Jennifer Lopez launched JLo Glow, on the strength of her movie and musical career. Like Taylor, Lopez has added more fragrances to her line: Still, Miami Glow, Love at First Glow, Live and Live Luxe.
Celebrity sells?even when the star?s name isn?t on the bottle. Established brands such as Chanel and Guerlain, for example, are using Hollywood stars to pitch their scents. Guerlain chose Hilary Swank to push Insolence and Chanel hired Keira Knightley (who starred opposite Johnny Depp in Pirates of the Caribbean) to speak for Coco Mademoiselle.
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