Celebrity perfumes sales rocket rising 2000% in three years
Celebrity perfume sales have gone through the roof since 2004, rising by a whopping 2000 per cent.
Star-endorsed scents have boomed, with 30 hitting the shop floor this year alone.
Figures from high street chain The Perfume Shop show that the public are clammering to smell like their favourite celeb, with perfumes like Katie Price’s Stunning and David Beckham’s Instinct now making up 20% of their overall sales.
In 2004, these kind of perfumes only made up 1% of sales; now, they’re responsible for 15-20% of the company’s weekly turnover.
And they’re tapping into a whole new kind of scent shopper: the teenage gossip magazine enthusiast, desperate to get a slice of their favourite celeb’s glamorous life.
Julia Bolsom, the head of marketing at The Perfume Shop, tells the Independent: ‘Using stars like Jordan and Jade Goody attracts a whole new group of people. They look at them and say, ‘I could do that’. This year has been the year of the celebrity scent, with more celebrities than ever putting their names to perfumes and aftershaves which promise to re-create a small part of their lifestyle as an aspiration for their admirers and fans.’
But, it seems, the world of the celebrity scent is a fickle place. As soon as a star falls out of favour, their perfumes are packed up and shipped out – fast.
When former Big Brother star Jade Goody launched Shh…, a 100ml perfume that cost less than £20, it topped the best-seller lists for four weeks. But after her allegedly racist remarks on Celebrity Big Brother, it was whisked off the shelves.
Neil Barron, director of perfume company Jigsaw ESL, explains: ‘They are bringing perfume to people who can’t afford Dior or Chanel, and widening the audience, but that also means that sales opportunities are quite short-lived. People don’t want to buy a perfume once the media has turned on a star.’