Your Favorite Celebrity Fragrances Aren’t Doing Too Hot

It seems the stars don’t have staying power. One of the ways that celebrities have been capitalizing on their popularity for years has been with branded fragrances. rEports now show that thise products aren’t getting the returns they once were fetching.Leading companies like Elizabeth Arden and city are reporting losses, most of which they are attributing to their celebrity sector. The reaason? Staying power.

While high end luxury fragrances are created by perfumers who really understand the science, celebrity fragrances are created typically by novices and made at a lower price point for mass consumption. In addition, the target audience is younger which means their prone to trot out tons of products and move from one to the other with little to no loyalty.

This isn’t the case for all fragrances though as some like the One Direction were a hit last year. But to refresh your memory of ten celebs who scents on the market now take a click through our slideshow.

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