| Think celebrity fragrances have run their course? | | | | average, however, a typical celebrity fragrance |
| Think again. The brands behind many designer | | | | makes about $2.5 million per year, although this figure |
| fragrances are churning out celebrity-name scents for | | | | often diminishes the second year or when the |
| men and women. The latest was Beyonce's Heat, | | | | celebrity loses his or her star power. |
| and more fragrances from current A-list celebrities | | | | As Beyonce, as a singer on the A-list for several |
| are coming up in 2010. Although celebrity scents hit a | | | | years, had a successful fragrance, other same tier |
| stride back in 2004 and never looked back, a study | | | | actors and singers have scents lined up through |
| done in 2009 indicated that these designer fragrances | | | | brands of designer fragrances, like the Falic Group. |
| may be detrimental to the perfume market overall. | | | | Upcoming in later in 2010 are perfumes by Jennifer |
| Those in the study, for example, who liked the scent | | | | Aniston, Eva Longoria, and Rihanna. In many cases, a |
| wouldn't buy the perfume if they didn't like the | | | | scent ends up being a one-time deal for an actor or |
| celebrity associated. But, with many B- and C-list | | | | singer, although some have turned into successful |
| celebrity scents on the market, it appears that | | | | lines. But, as fragrance scents slump overall and the |
| fragrance brands are fine-tuning their approach to | | | | One Mighty Drop campaign attempts to revive the |
| marketing. | | | | industry, any approach to get the public interested in |
| Could going for an A-list only approach change | | | | perfume and cologne again is worth a try. |
| slumping sales for designer fragrances? One recent | | | | The marketing approach of using A-list celebrities to |
| example indicates that this may be a possibility. | | | | represent designer fragrances appears to work in the |
| Beyonce's fragrance, Heat, released earlier this year | | | | short term. Although not everyone's star power lasts |
| has sold $3 million in stores in its first month and, on | | | | forever, those signed on to have a perfume or |
| the day Beyonce appeared in a New York store to | | | | cologne appear have been in the limelight for a few |
| promote the perfume, 72,000 bottles in an hour. On | | | | years and this should translate into fragrance sales. |
