Jeremy Gutsche — November 21, 2005 — Celebs
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Trend Setter David Bechkham is now joining the ranks of Jennifer Lopez, Celine Dion, Sarah Jessica Parker, and Britney Spears. How? By launching his own fragerence so you can spell like him. Called David Beckham Instinct, his scent contains grapefruit, mandarin leaf, cardamom seeds and patchouli. It goes on sale exclusively at SuperDrug in the U.K.
Implications - The love for celebrities has consumers wanting to look like them, dress like them and now smell like them. While that may seem a little far-fetched, the clever approach has been to come out with fragrances that celebrities endorse. This brings consumers closer to their favorite stars and it demonstrates a celebrity's value even when they're branching out on their own instead of endorsing a company item.
Implications - The love for celebrities has consumers wanting to look like them, dress like them and now smell like them. While that may seem a little far-fetched, the clever approach has been to come out with fragrances that celebrities endorse. This brings consumers closer to their favorite stars and it demonstrates a celebrity's value even when they're branching out on their own instead of endorsing a company item.
Trend Themes
1. Celebrity Fragrances - The rise in celebrity-endorsed fragrances allows consumers to feel closer to their favorite stars and creates opportunities for celebrities to expand their personal brands.
2. Personal Branding - Celebrities launching their own fragrances demonstrates the value of their personal brands and opens up possibilities for exploring new product lines.
3. Celebrity Influence - Consumers' desire to emulate celebrities extends beyond fashion and into the realm of fragrances, leading to potential collaborations and co-branding opportunities.
Industry Implications
1. Perfume Industry - The rise of celebrity fragrances presents the perfume industry with an opportunity to tap into the lucrative market of consumers who want to smell like their favorite stars.
2. Celebrity Merchandising - The success of celebrity fragrances highlights the potential for broader merchandising opportunities, allowing celebrities to expand their businesses and increase revenue streams.
3. Celebrity Licensing - The trend of celebrities launching their own fragrances creates opportunities for the licensing industry to collaborate with celebrities and develop co-branded products.
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