Making dollars on scents: One Direction, Scarlett Johansson, more stars strike perfume deals
Whether you slap your famous name on the bottle or serve as a star spokesperson, scoring a fragrance deal is a great way for to make some extra cash… just ask Adam Levine. Or Brad Pitt.
This week brings news of four new celebrity perfume tie-ins, ranging from Britain’s biggest boy band to two Hollywood A-listers and a reality TV star-turned-fashion-designer.
Watch out, Justin Bieber! One Direction’s Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson have inked a deal with Olivann Beauty to launch a women’s fragrance and “ancillary products.” The line will begin rolling out in cities where 1D will stop during their fall 2013 tour before expanding to other markets. No word yet on the name of the boys’ scent.
Proctor & Gamble predict that Dolce & Gabbana’s new perfume — called The One Desire — will rake in $150 million dollars within the first year of sales. “This is for the woman who wants to feel unique, beautiful and sensual,” P&G’s Luigi Feola told WWD. “She owns the room when she enters. She’s not just noticed, she attracts the attention of everybody and is sexy but not vulgar.” To get their message across to consumers, the beauty brand splashed out an estimated $30 million advertising campaign starring spokeswoman Scarlett Johansson.
Lacoste has announced that Oscar nominee Amy Adams has signed on as the face of the newest perfume in the Eau de Lacoste collection. The sportswear brand’s scent will combine notes of jasmine, pineapple and vanilla to evoke “the feeling on skin of pure white cotton fabric.”
Since the launch of his eponymous label, Project Runway season 4 winner Christian Siriano has dressed the likes of Taylor Swift — who, coincidentally, wears a dress from Siriano’s collection in ads for her own perfume, Wonderstruck — Christina Hendricks and Fergie. Now the designer has plans to create a “signature Siriano scent” that will hit stores late next year.
Have you ever bought a celebrity perfume?
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