“That’s what I would call the cheapening of celebrity,” said Catherine
Walsh, who, as senior vice president of global marketing at Coty, has
worked on fragrances from Jennifer Lopez, Sarah Jessica Parker and Gwen
Stefani.
The first celebrities were big A-listers, she said. “Now, pretty much
any celebrity, whether they be an actress, a performer, a musical
artist, whatever — anybody who’s had some sort of even minimal career
highlight in their life — the next thing they say is, ‘I need a
fragrance,’ because it’s part of brand-building.”
The degrees of fame may differ, but the marketing of celebrity
fragrances tends to be consistent, typically focused on strategic
personal appearances, social media, news coverage and advertising.
Often, other product releases are timed simultaneously, as with
Rihanna’s latest album, “Unapologetic,” and her third and newest
fragrance, Nude by Rihanna (she has some catching up to do: Britney
Spears has 11 scents on her C. V.; Ms. Lopez, 18).
Last month, about 75 young fans showed up on a brisk afternoon at a
narrow Perfumania boutique around the corner from Macy’s in Herald
Square to see Ms. Polizzi promoting her second fragrance, Snooki Couture
by Nicole Polizzi.
Most attendees at the subdued event, who waited quietly in a steadily
flowing line, seemed more interested in having their picture taken with
her than actually buying anything, though Luzmarie Rosario, 20, a
medical administrative assistant from Albany and a “Jersey Shore” fan,
bought a pink-and-purple leopard-print bottle of Snooki by Nicole
Polizzi, the star’s first fragrance, for $45. “It smells really good,”
she said. “It has to smell good for me to buy it.” (A reporter detected
notes of red strawberry Twizzlers.)
The event ended earlier than planned, though Ms. Polizzi stayed briefly
to buy two men’s fragrances for her fiancé, Jionni LaValle. She said her
new scent has notes like apple blossom and so-called cashmere woods,
“which I thought sounded classy.”
Both Snooki and Snooki Couture sold out when Ms. Pilozzi first promoted
them on a set of appearances on HSN, the home-shopping channel, where
she has also offered a crocodile-shaped stuffed animal and bulbous
bedroom slippers in shiny lime green or purple or zebra print.
This is prime season for fragrance of any stripe: November and December
typically make up about 40 percent of the category’s annual sales,
according to NPD, the market-research group, with department-store sales
of celebrity scents at $55 million from January through August this
year.
Even lesser-wattage stars can make big numbers, like the actress Kate
Walsh, from the ABC series “Private Practice” and “Grey’s Anatomy” (no
relation to Ms. Walsh of Coty). After making its debut on HSN in 2010,
her first scent, Boyfriend, began selling at Sephora in 2011 and sold on
a par there with scents by names like Hermès and Prada, said Jessica
Hanson, vice president of merchandising for fragrances at Sephora. She
declined to give figures.
The actress discussed the industry. “There are certainly people like
Lady Gaga and others that are megastars that have the model that they
put it out, it makes a gazillion dollars and then there’s drop-off and
that’s it,” she said.“It’s kind of a tortoise-and-hare thing, and I
would definitely be the tortoise, or Boyfriend is.”
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