Star Scents Fading: Is This The End Of Celebrity Fragrances?

Photo: WENN

It seems the desire to smell like your favorite celebrity is losing its appeal.

According to The Guardian, artisan aromas are making a comeback, and sales associated with celebrity fragrances are fading. The market for unique scents is booming, and since 2004, the number of artisanal perfumes has jumped from 139 to 441.

Last summer, Elizabeth Arden had a 25 percent drop in its share prices, and the beauty company blamed the drop with the lack of sales for its celebrity perfumes, including Britney Spears, Taylor Swift and Justin Bieber.

“Lizzie Ostrom, who runs Odette Toilette, a company specialising in perfume-themed events, agreed that people are bored with the marketing campaigns that surround the big designers. “Their whole promotional merry-go-round of perfume launches is broken,” she said. “It’s so predictable and cliched – it’s always the same old stuff.”

Last year, out of the top 10 best selling fragrances, only one was by celebrities, with designers such as Marc Jacobs, Stella McCartney and Tom Ford taking the top spots.

Even with the hefty price tag often associated with independent fragrances, it is not stopping people from buying a unique scent that is their own.

“There’s a massive, enthusiastic amateur movement,” said Ostrom. “Some just want to be able to make it for the love of it or to give their best friend a birthday present – others want to go professional.”

We spoke about our obsession with Le Labo made-to-order fragrances recently, and it seems celebrity fragrances have over saturated the market. Paris Hilton alone has 19 perfumes, and other celebs such as Katy Perry, Jennifer Lopez and Kim Kardashian have more than one to their name.

What is your favorite perfume? Let us know in the comments below!

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