Celebrity Smells Like Success

Celebrities have become predominant endorsers for various fragrances, most famously Nicole Kidman for Chanel's No. 5 and Anne Hathaway for Lancome's Magnifique:

Celebrities, however, have taken full advantage of the perfume industry--becoming endorsers for their own fragrance. It seems as though every new star launches a perfume line. In fact, there are more new fragrances released in a year than in the 1970s and 1980s combined. In this competitive industry, stars know the power of their names--and so do the companies.

The article features rapper 50 Cent, who released his cologne "Power," had loyal fans lined up to buy the new scent. During the premiere of the line at Macy's, customers of the perfume had the opportunity to take a picture with the star. As an excited fan and customer of the perfume said: "It's not the perfume, it's his energy." This is a primary example of the fact that celebrity brands indeed sell.

The NPR article states that perfume is the best tool to monetize the celebrity, even more so that clothes, music or movies. The celebrity brands, such as J. Lo, Gwen Stefani and Sarah Jessica Parker, saves millions of dollars in advertising because the consumer has knowledge of the product from the moment it hits the counter. It is the name, not the perfume that sells.

Britney Spears launched her Circus Fantasy perfume on August 27, 2009 as a part of her theme for her newest record and world tour. Not only are her fans attracted to buy this product, but especially the younger demographic that hopes to emulate her power, popularity and sex appeal.

J. Lo's new scent, however, "My Glow," was inspired by the "glow" that motherhood creates. In contrast to her edgier fragrance lines, this softer scent seems to capture the love, pride and happiness that she feels as a new mother of twins. Regardless of the targeted demographic, it seems that celebrities can use their name as a strong and appealing brand.