With the influx of celebrity-owned beauty brands, do global celebrity fragrances still have a place in the beauty marketplace?
The age of celebrity-owned beauty brands is certainly now in full swing, but it comes as no surprise. Think of Hailey Bieber’s Rhode or Selena Gomez’s Rare Beauty. After all, actors and musicians are lauded as the original influencers. Only now, they have stepped away from the collaboration culture to pursue their empires. Yet, the question remains: Amid the influx of these makeup and skincare brands, are celebrity fragrances still relevant?
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Perhaps you are wondering why the question was raised as the association of celebrities in the beauty sphere is nothing new. In fact, it’s one thing we call a beauty déjà vu. In the early 2000s, there was an unprecedented surge of global celebrity fragrances that dominated the market. Jennifer Lopez, for example, released her ever-popular Glow by JLO. Britney Spears, on the other hand, debuted her cult-favorite Fantasy by Britney Spears. Its cultural impact is beyond unquestionable. But surprisingly, it’s more complex.
Celebrity fragrances and its cultural chokehold
It’s quite evident that there is something particularly special about namesake celebrity fragrances, much like Taylor Swift’s Wonderstruck Eau de Parfum, whose name has a strong attractive and aspiring quality. Its impact speaks volumes about the relevance of celebrity fragrances in an enthusiast’s life: an accessible and effective way for fans to relate to their favorite celebrities. In a sense, it felt more personal than luxury or designer items.
The concept of celebrity fragrances goes over and beyond sales figures—it also represents a form of status for artists. By some means or other, it authentically reflects their selling power and their influence in an industry outside the range of their natural expertise. But as time changes and as consumer behavior evolves, is a celebrity name enough to sell?
Is it still relevant today?
Celebrity fragrances of international talents surprisingly continue to thrive today. Ariana Grande’s Cloud Fragrance has impressively reached USD 150 million in global sales by 2017, whereas Billie Eilish’s namesake perfume sold out within only a few hours on the first day of its release on her website. And just a few weeks ago, one of the first artists to find success in the space, Beyoncé, announced the upcoming release of her entry, Cé Noir.
More so, it only proves that the celebrity fragrance culture shows no signs of slowing down. But then again, as time changes, is plastering a celebrity name on the bottle enough to market it? The short answer is no. With a new generation of consumers immune to the allure of sticker value comes a demand for authenticity, inclusivity, and sustainability. A promising olfactory poetry is just the bare minimum. Now, customers want to see how celebrities are truly involved in working hard behind the scenes of these fragrances, and how it is an extension of their passion, not just a facet to monetize their name.
Take it from the pros
The greatest takeaway from the behavioral shift toward celebrity fragrances reflects the importance of creating an authentic connection between a brand and its audience. Perhaps that is the challenge for the culture—how can you create a relatable, inclusive, and sustainable entry for the beauty industry without losing the brand’s aspirational-inspirational quality? Take inspiration from these five fragrances that are fronted by celebrities and loved by many.
Featured Image: BEYONCÉ (via Instagram)
