Lisa Hoffman created a unique
form of wearable fragrance.
Famous Faces, Famed Fragrances
Yet, today’s consumer still buys into the celebrity idea. Even iconic brands are employing celebs for a little lift. At press time, actor
Brad Pitt was making headlines as the first male face of Chanel
No. 5. This is just an example of how celebrity fragrances allow
the consumers who are generally fans of the celebrity to enjoy yet
another facet of his or her life, noted Sutcliffe of Coty.
“Purchasing a designer or celebrity fragrance brand is a more
affordable way to be able to be a part of that world,” she said,
noting that the industry yearns for newness and innovation, and
that the Lady Gaga Fame black juice is the“biggest, most impor-
tant innovation in the fragrance industry this year—if not the past
Celebrity fragrances attract shoppers because young
Americans are fascinated by celebrities and seek to emulate their
style, agreed Lee of Euromonitor.
“The celebrity attraction is especially potent with singers such
as Rihanna because their personality shines through in every-
thing they do in contrast to actors who change styles for different
roles,” she told HAPPI. “Today’s celebrities also bring huge social
media followings (Lady Gaga has 53.2 million Facebook ‘likes’
and 29. 8 million Twitter followers) that can be mobilized to buy
For example, the face of Avon’s latest celebrity fragrance is
New Jersey’s homegrown rocker, Jon Bon Jovi. The Unplugged
fragrances for Him and Her look to capture“the one of a kind
feeling you experience while listening to your favorite song,”
WHAT’S TOPPED SALES SO FAR IN 2012?
• The top five best-selling women’s fragrance brands (January
through august 2012) are:
1. coco Mademoiselle
2. Light Blue
3. chanel No. 5
4. cashmere Mist
according to the company.
“Jon’s music and philanthropic work celebrate independence
and optimism, two beautiful qualities that radiate from within,”
explained Lily DeStefano, vice president of Avon North America
Beauty.“The‘Unplugged’ scents evoke an emotional connection—
something Jon inspires in audiences around the world.”
Unplugged for Her is a floral oriental fragrance that launched
in October, while Unplugged for Him is a woody floral musk
scent that will be available this month. Both will be sold exclu-
sively through Avon representatives in North America.
The trendsetters at Coty are hoping to get a little“closer” to
celebrity fragrance perfection with the recent global launch of
Closer by Halle Berry.
“I wanted to create a unique fragrance for women that would
also appeal to men,” said the actress in a press statement. “Scent
is very closely linked with desire and attraction and I love the idea
that a fragrance can bring a man and a woman together. Closer
creates a new level of intimacy through the power of scent.”
Closer by Halle Berry is a blend of feminine and masculine
notes. Master perfumer Jacques Cavallier married the opposing
fragrance facets, enveloping the traditional masculine fougere
accord with a luscious feminine blend of violet flowers and mi-
mosa, one of Berry’s favorite flowers, according to the company.
Delicate notes and a bubbly fresh ozonic top accord surround a
rich, warm woodsy center. A provocative curvature shows up on
the elegant prism-shaped bottle.
After the worldwide success of her best-selling fragrance,
Heat, which debuted in 2009, Beyoncé has introduced Midnight
Heat, the third addition to her iconic fragrance collection. The
new fragrance is billed as a“tempting, sexy scent” created in collaboration with perfumer Olivier Gillotin of Givaudan.
“I created Midnight Heat because I wanted to introduce the
ultimate evening scent—a sultry, sensual fragrance,” said Beyoncé
in a statement.
The fragrance features the exotic purple mokara orchid at its
heart. The fruity floral gourmand opens with juicy top notes of
dragonfruit, starfruit and Armenian plum. The heart is a vivid
floral bouquet built upon the orchid, queen of the night black
tulip and purple peony. Finally, the base features warm amber,
patchouli and sandalwood. The vintage-inspired glass flacon features a smoldering ombre effect, blooming from a deep violet hue
to a sheer lilac. The top of the bottle is wrapped in a silver band,
and for men:
1. acqua Di gio Pour Homme
2. Bleu De chanel
3. gucci guilty Homme
4. armani code
5. Light Blue Pour Homme
Source: The NPD group, a market research company.
• happi 66