I remember when it was all the rage to buy a celebrity fragrance and smell like your favourite celebrity. Personally, I used to be obsessed with Justin Bieber, so I always made sure to buy his newest fragrance as soon as it was released. I would say that people bought celebrity fragrances more because they liked the celebrity, as oppose to buying it for the scent alone. Although these scents were very popular from the 2000s, within the last few years “it’s been reported that sales have declined by 22%” and “in the 2000s there was a huge number of celebrity fragrance launches compared to today.”
However the biggest reason as to why celebrity fragrances are not as popular anymore is because “Today’s teenagers are buying in to different types of celebrity”. Nowadays so many celebrities are doing payed sponsorship on Instagram and endorsements, to sell products to their fans, and in some cases their own products. For example, Kylie Jenner is a massive influence to teenagers in this day and age, with 137 million followers, so no wonder so many people are buying into their products. The increase in this has meant that less people are interested in celebrity fragrances because they are more interested in buying what celebrities say they buy themselves and the things that they like. For example, celebrities are more likely to promote expensive fragrances from companies such as YSL, as they will get paid more money for doing so, and because people are so heavily influenced by these celebrities they are more likely to buy higher end perfumes as oppose to cheaper celebrity fragrances that aren’t promoted as much, on social media.
Another reason why celebrity fragrances are no longer as popular is because people don’t actually want to smell like everyone else. Celebrity fragrances are very affordable therefore, more people used to buy them and they would become too popular and over done. However, nowadays people are more interested in investing into niche fragrances which aren’t as common and will be more unique and personalised for the consumer.
Although the trend of celebrity fragrances has declined, there are many new trends in the fragrance industry which are becoming increasingly popular such as , personalisation, natural fragrances and sampling and mixing. I will discuss some of these trends in further detail in another post and explain why these trends have become so big in the recent years.
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