Scan any fragrance department and you’ll notice a rapidly growing number of celebrity scents on shelves. Hollywood fragrances are an offshoot of the celebrity concept - one that has proved hugely profitable, generating $5 billion a year globally.
The first celebrity fragrance that revealed financial potential of the concept was Elizabeth Taylor’s White Diamonds. Launched in 1991, the exotic, floral perfume has made approximately $1 billion in sales since.
Recognising the profitability in producing lifestyle products for their fanbases, modern-day celebrities are eager to release their own fragrances. Jennifer Lopez, Sarah Jessica Parker and Beyoncé are just a few of the famous names who have successfully traversed the scent sector, and all of them have launched multiple limited-edition variations of their original perfumes.
But the best contemporary example of the power of celebrity fragrance is heiress and former reality star, Paris Hilton.
The socialite has crafted a perfume empire the business-savvy Donald Trump would be proud of, recently launching her 18th scent: Paris Hilton Limited Anniversary Edition eau de parfum spray. In the past 10 years, Hilton has sold more than 40 million bottles of fragrance, reportedly earning $2 billion in sales.
While Hilton claims, “I just like things that smell good”, she admitted that the celebrity fragrance must go further than its scent, and entice buyers with the whole package.
“I always come up with the scent first, and then from there I think of a name, and then I do the bottle, and then I pick what kind of campaign I want - what mood it’s going to be or the outfit or theme. It takes a few months to develop each one,” reveals Hilton.
The process may be a laborious one (at least in the celebrity timeframe) but ultimately, it’s one that pays off.
