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The Demise of Celebrity Fragrance: Why No Person Desires to Odor Like an A-Lister a
My first celebrity perfume became Jennifer Lopez’s Glow. That curvaceous, milky bottle on my shelf – encompassing with a Diamondé Jlo attraction – became my maturity after years of immaturity and Impulse body sprays.
As soon as I sprayed this synthetic grapefruit scent, I felt like Jennifer herself. Casually tossing my precious jewels into a 1997 Aston Martin convertible, then stopping for an impromptu dance breakdown on the beach. Really, I used to be a fat 15-year-old woman from Croydon who spent her evenings with the curtains closed, desperately trying to perfect the moves from Darrin’s Dance Grooves DVD.
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As a teenager I fell in love with the ‘superstar lifestyle’ associated with these scents. During the day, I indulged in Strange and Fairy via Britney Spears, and despite being a die-hard ‘Team Britney’ fan, Sin pink via Christina Aguilera morphed into my ‘Hello Boys’ fragrance for a night out. Sorry Brit.
Fast forward to 2018 and movie star fragrances don’t quite have the pull they do right now. In fact, it should be noted that the income decreased by 22%. “In the 2000s, there was an incredible variety of Superstar fragrance launches compared to today,” explains Andrea Ricard, the perfume store’s merchandising manager, when I ask her about the drop in Superstar body spray sales. “Similarly to style, the body spray industry is driven by tendencies which skill we often see changing recreation in different types of fragrance.” Obviously, at this second in time, this hobby isn’t about A-listers whipping up their fragrances.
So why aren’t we looking to smell like celebrities anymore? Perfume professional, Nick Gilbert has an idea that “there was a time when superstar fragrances were the way to enter a secret world – now replaced by the almost total use of neighboring media, there is no need to ‘buy’ into the culture anymore”.
4da1a46ec20cf93ee5c846a51e04f0ed, buyers demand relevance and authenticity”
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Yes, thanks, we can all get a glimpse of what really goes on behind the celeb curtain, just like Dorothy did in The Wizard of Oz. In some cases, like the Kardashians, the curtain is not simply pulled, but torn from the wall. Even my gullible 15-year-old self would have had a hard time believing that Kim Kardashian goes anywhere and covers her wrinkle-free neck with the rest of it that comes in under 30 pounds.
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As Andrea puts it, “Superstar scents still have great charm, but buyers are much more turned on by recommendations and demand relevance and authenticity.” In fact, today’s teenagers can smell an #ad from a mile away and they need honesty when it comes to advertising content. Enter, Kylie Jenner.
After dodging lip filler questions in every press interview, Kylie eventually attributed her plump pout to lip liners, mostly Spice and started by MAC.
Kylie’s endorsement led to the shades being promoted around the world in 2015. Of course, being from a family that certainly doesn’t miss a corporate opportunity, Kylie set up Kylie Cosmetics later in 2015, launching her very personal ‘Lip Kits’ which were sold in “2 Seconds”.
4da1a46ec20cf93ee5c846a51e04f0ed, today’s young adults shop for different types of celebrities”
Now a “self-made” billionaire in fact, the “Kylie influence” has celebrities eager to get from our pulse-pounding aspects into our makeup luggage. With Kim Kardashian, Rihanna, Jennifer Lopez, Victoria Beckham, they all launch hit beauty varieties.
Authenticity also affects the new alternative of celebrities. While I adored the seemingly untouchable Britney, today’s teenagers are opting for someone much more relatable. “Today’s young adults shop for different types of superstars, reminiscent of YouTuber Zoella, who sells all forms of elegance and showcases products under her label,” Nick explains.
In addition to authenticity and a new breed of celebs, it seems like we don’t want to smell like everyone else. ‘Basically it smells like you’ is the tagline for Glossier’s You fragrance, a leather scent that every millennial, including me, seems to be passionate about, or isn’t this a fad that Andrea was referring to in the perfume shop as well. “Across the fragrance market we are seeing an emerging trend of more interest and people fragrances that fit broader subculture trends.”
Although, as Nick puts it, there’s a “movie star body spray superheroine” who might buy the day when she’s young she swapped the traditional superhero cape costume for cycling shorts. “Kim Kardashian West’s perfume offering is thoroughly bought on the bottle and its superstar, not the perfume – buyers have to order them online without sniffing them, which everyone has suggested.”
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It’s a variation of the revolution that, while Kylie Jenner single-handedly killed the perfume business, big sister Kim is giving it the revival she desperately wants. Certainly Kim made a crazy $5 million in exactly five minutes when she launched her newest Kimoji fragrances in July 2018. What she did with zero payment for advertising oh, to be a part of this household, just a few bottles of questionable sex perfume.
So even though we don’t want to smell like a star anymore, we’re still happy to half our money to purchase some of their existence.
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