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CEW Fragrance Rainmakers: Creating Scent Success in a Crisis

By: Jeb Gleason-Allured, Editor, Perfumer & Flavorist magazine
Posted: November 25, 2009

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On the subject of celebrity fragrances, Walsh pointed out that Jennifer Lopez remains the third largest brand for Coty Prestige and is sold in some 90 countries. This success, however, highlights issues for other brands due to a general “cheapening of celebrity,” which has resulted in consumer fatigue among tier-one scents. In addition, said Walsh, knowing how consumers wish to relate to a celebrity is invaluable. In the case of actress Sara Jessica Parker, Coty has had varied experiences. Lovely, which was easily relatable to Parker’s television persona, was a success. Covet, meanwhile, which tapped into a different side of the celebrity, proved a bigger challenge. Walsh explained that Coty’s next launch with Parker, SJP NYC, again focuses on the personality that the consumer wants.

Walsh concluded that quality is the foundation of fragrance success, noting that Coty is deemphasizing promotional add-ons, instead focusing instead on value. “Know your brand and its values,” she said. “Don’t steer too far from them; know your audience,” whether local or global, and “let it rip. Bring out the most fabulous, best product you can imagine. It has to be the best product in that department.”