With cosmetic celebrity deals slowing down in recent years, products targeting the tween/teenage consumer category are still worth investing in for brands.
Cosmetics Design reports an example of this is seen with collections by English-Irish boyband . Their Our Moment fragrance was the best-selling famous fragrance last Christmas, beating out , and .
One Direction’s success doesn’t stop there. London-based MUA Cosmetics teamed up with the boys for their first colour cosmetics line, with tween and teenage fans clamouring to get the products.
This trend reflects earlier reports by Euromonitor that celebrity fragrances remain popular with younger consumers. Research analyst Virginia Lee found the main consumers of celeb scents were tweens, teens, and young adults since they care about their favourite actors and singers more than the older generations.
In 2013, was the number one selling fragrance with sales of $US55 million, followed by , , and . Musicians tend to be more successful with fragrance sales than actors.
