In September 1991, Elizabeth Taylor launched what would become, and continues to be, the top-selling celebrity fragrance of all time. While the 2011 figures have not been released yet, I can tell you that in 2010, White Diamonds raked in $61.3 million! Who would have thought that a perfume that you can pick up at your local drugstore while shopping for tampons could do so well?
What is it about celebrity fragrances that make them so popular? Everybody in Tinsel Town seems to have a perfume these days: Jennifer Aniston, Beyonce, Britney Spears and Sarah Jessica Parker. Let’s not forget about the fellas: Antonio Banderas, Carlos Santana, Derek Jeter and the delicious David Beckham have all dabbled in the fragrance industry. In fact, Derek Jeter’s cologne for men, Driven, was the number two top-selling celebrity fragrance for 2010.
The Sweet Smell of Success
So why do so many celebrities get into the fragrance industry? The answer is simple and probably won’t shock you. It’s a moneymaker! Usually a fragrance manufacturer will approach a star with the idea for a perfume line. They are smart and know that a perfume bottle with a celebrity name on it will sell way better than a bottle without.
Consumers love celebrity fragrances because they idolize the star and want to feel like they own something that reflects that star’s taste. Teenyboppers especially go bananas over perfumes created by their favorite pop stars because it makes them feel one step closer to them—like they are spraying the very essence of the pop icon on them (“Oh, Bieber!” SWOON.).
But how involved are celebrities in the creation process? That depends. Jennifer Lopez has to sign off on every aspect of her perfumes, from the fragrance notes, to the bottle, to the advertising. If she doesn’t like it, it doesn’t make it. Others simply come up with an inspiration for the fragrance, then hand it over to the experts to work their magic. The rest? Well, they just sign a release authorizing the fragrance manufacturer the use of their name, then sit back and wait for the paycheck.
Star Power
Once the fragrance is created, the celebrity works to promote it. The power of celebrity endorsement is an amazing thing to see. This was proven recently when a popular pop singer launched her first perfume. The fragrance manufacturer decided not to use boring old (and expensive) print, online or TV advertising. Instead, they worked with the pop tart to create a forty-one second video talking about the fragrance on YouTube. Then, this mega-star sent out a tweet to her millions of followers sharing the video link. In a matter of moments, the video went viral as fans went berserk and excitedly shared the news with their followers. Smart, no?
There is a risk involved with this trend, though. The fragrance could fail. It doesn’t matter how many adoring fans you have, or how awesome the advertising is—if the perfume smells terrible, it’s not going to go far. It might sell initially at its launch, but once that first wave of buyers starts talking about how much it stinks (literally!), word of mouth will start to make sales turn south.
Kit’s Celebrity Fragrance Trifecta
Part of the reason why Elizabeth Taylor’s White Diamonds has done so well for so long is that it stays true to the celebrity fragrance trifecta. That’s a theory I created. The three-pronged formula for a successful celebrity fragrance is simple. There has to be (1) a famous star persona who is willing to endorse it, (2) masses of adoring fans ready to buy it, and (3) a perfume that smells so good that people actually want to wear it.
For instance, let’s talk about Kim Kardashian’s fragrance collection.
Kim Kardashian Eau de Parfum is a woody floral that has notes of indolic jasmine, tuberose and gardenia. Tonka bean, jacaranda wood and sandalwood finish off the fragrance. It appeals to ladies who love to be stylish and make a grand entrance.
Kim Kardashian Gold Eau de Parfum has an alluring aroma with a sexy summer twist. It encapsulates Kardashian’s fascinating life of glamour and success. Notes include bergamot, grapefruit, pink pepper, jasmine, rose, violet, patchouli, sandalwood, amber, benzoin and musk.
Kim Kardashian’s perfumes not only smell gorgeous, but describe Kardashian and her lifestyle, and make the consumer believe that they too can be stylish, successful and glamorous simply by owning the perfumes. Kardashian has done her part to endorse these perfumes to her millions of fans, and it paid off. Both KK and KK Gold follow my trifecta theory, and for that reason, they have been wildly successful.
How do you feel about celebrity perfumes? Which ones are classic fragrances, and which ones are chintzy moneymakers?
Product: Kim Kardashian Eau de Parfum
Price: $35.00 to $65.00
Purchase: All Beauty Collection locations as well as beautycollection.com
Product: Kim Kardashian Gold Eau de Parfum
Price: $65.00
Purchase: All Beauty Collection locations as well as beautycollection.com
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