They will tell you that celebrity fragrances are over, and maybe they’re right, but only to a point. It is true, that after the celebrity fragrance boom of the mid-to-late 2000s, people have scaled back on buying fragrances with celebrity names attached to them, and started optioning to buy higher end (“higher end”) fragrances with less frequency. Buying fewer fragrances per year, but choosing a scent at a higher price point. Buying less of something as to put their money to a higher quality product.
The Washington Post cites that sales of celebrity scents have dropped by half since 2000, while luxury perfumes have seen a recent sales increase of 16 percent, bringing them to a record high. So maybe the tide has turned on celebs hawking juice with their name and face on them.
There will always be products for celebrities to attach their name to, create brand extensions with, and most importantly — profit from. Perhaps fragrances are swinging back around to a marker of a certain echelon of celebrity, a product only given to those at the very top of their game, much like a Nike deal, a Superbowl Half Time Show, or a really great tabloid scandal.
Celebrity fragrances are not going anywhere, simply because people still, and will always love them. More so, they’re great for the celebrity they’re attached to because it’s an easy way for them to remain visible during their off-season, between album cycles, or hell, at least have something to Instagram.
For most of us who don’t interact with celebs on the daily, our relationship with celebrity, and specific celebrities themselves happens from a distance. We experience them not as people, but as products, ingesting whatever song, photo, or product they choose to release. They are not so much revealing themselves to us, but continuing to build the character they are projecting themselves to be. We are falling in love with someone we will never know.
In that way, celebrity fragrances are different than scents from the big houses — the Armanis and Chanels. While brand loyalty is certainly a factor in what helps fragrances from the big guys fly off of the shelves every season (not without the help of a celebrity as the face of the brand and scent) celeb scents tap into a different part of our psyche.