Designer Fragrances

Wednesday, April 21, 2010

What is the Future For Designer Fragrances?

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Some say that designer fragrances - or any perfume or cologne - are maligned somewhat. Many workplaces, for example, reduce or prohibit the use of perfumes, as do many clubs. Although the ban or reduction of fragrances isn't as pervasive as smoking in major cities, the perfume industry is seeing an impact. As a result of this, the One Mighty Drop campaign was launched recently to get the public interested in scents again, but this campaign isn't the only future for getting the public back to buying perfumes. Although an upswing in the economy might help by giving buyers more power, designer fragrances - those with the most clout - need to reinvent themselves.

Since 2004 to the present, the most popular trend in designer fragrances has been celebrity representation. This isn't simply having an A-list celebrity of the moment represent the brand, however. Often, celebrities had one or a line of fragrances attached to their name, although the parent company would usually be Coty or Elizabeth Arden. While this strategy worked in the short term, many celebrity designer fragrances lost their appeal as soon as the celebrity slipped down to the B or C-list.

But, trends for fragrances to have some lasting appeal are changing. One notable change from the second half of 2009 to the present has been the choice of celebrities for certain scents. Many of these celebrities are those who seem to have some lasting power, such as Mariah Carey, Beyonce, and Britney Spears. All of these singers have had careers for over five years - some nearly two decades long - and haven't left the spotlight. Although some B-list celebrities have released scents to little fanfare, it appears that the larger fragrance companies are being choosier.

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Labels: designer fragrances, future, future designer fragrances, future for designer