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April 19 2014

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When It Comes To Fragrance, Celebrity (Still) Sells

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To combat the tough economic times, Coty Inc. intends to “stick with what works,” according to Cosmetic News, which in this case means continuing to throw its weight behind celebrity fragrances. The company plans to roll out five star-backed scents this fall. On offer will be new installments of the Beckhams’ successful Signature men’s and women’s franchise, a second fragrance from Tim McGraw, and an olfactory debut from his wife, Faith Hill. The fifth new Coty launch, Kate Moss’ third fragrance, a fruity floriental called Vintage, will also roll out in September, although its global launch does not include the U.S., where Moss presumably doesn’t sell well at the mass level (she’s not exactly Wal-Mart material—which is a good thing). As for future collaborative efforts, Kylie Minogue has been encouraged to try her hand at men’s fragrances, which should be…interesting, to say the least. We’re legitimate fans of the original Britney perfume from Elizabeth Arden (it smells surprisingly good on the skin), so we definitely see the appeal of celebrity fragrances but wonder if perhaps it’s time to leave well enough alone? Thoughts on the trend and any personal favorites you’d like to call out?

Photo: Ethan Miller / Getty Images

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