White Diamond by Elizabeth Taylor, introduced in 1991, was the first success in celebrity perfume. Over a decade later, followed by this bestsellerdom was J.Lo’s Glow in 2004. Since then, celebrity perfumes caught on and more and more famous names join the business to claim their share. As the sale of luxury brand name perfumes falters in recent years, celebrity fragrance is now the fastest growing division in perfume industry (esp. in North America). For the manufacturers and those who throw money into creating their very own smell, what’s the appeal of celebrity perfumes?
*They can attract a percentage of buyers from the celebrity's fan base, cashing in on the public's desire to become celebrities. Those who want to learn something about David and Victoria Beckham's high-profile life style or anyone interested in the secrect to fashion icon Sarah Jessica Parker, might spend money on the celebrity perfumes.
*Entertainment news, even scandals, can be a form of advertisement for celebrity scents. For example,when we didn't hear from Britney Spears after her childbirth, sales of her signature perfume Curious dropped; later, when a series of her wild escapades were seen on tabloids everyday, sales topped the celerity perfume chart. Users of Curious when asked what perfume they wear are sometimes embrassed in answering people's curiosity. Perhaps success of Britney's first perfume indicates that her fame is just a tool of promotion, and ultimately it's formula determines popularity.
*More than celebrities’ favorite scent or perfumes they endorsed, the celebs themselves have influential roles in sales of perfumes specially designed for who they are. Celebrities who are famous for sophisticated taste can attract buyers without big advertising budget.
*Perfumes named after celebrities are averagely lower-priced than designer scent, thus more affordable to teenage celebrity followers.
.
.
.
In all, by incorporating the idea of celebrity into perfume, celebrity perfumes have a lot more possibilities in marketing.
Photos:
White Diamond by Elizabeth Taylor
Curious by Britney Spears
From Apple Daily
Act and dress like a celeb? Now smell like one
Fragrance by real estate tycoon Donald Trump, smell of success?
Forbidden Fruit by Desperate Housewives, smell of menopause?
Twilight
Harajuku Lovers by Gwen Stefani
Inverno by Akemi Barbara Katsuki(香月明美)
Fragrance by Karen Mok, the first Asian celebrity to launch her perfume
“Perfume” signing
老師, I've finished all my blog writing (down on my knees)
work cited
http://ezineseeker.com/Health-And-Beauty---Celebrities-And-Perfumes/40519190/
http://tw.myblog.yahoo.com/jw!rniFZWafEQ6ifnVjsqWaBCuA/article?mid=6177
http://www.karenmokfragrance.com/
沒有留言:
張貼留言