Celebrity scents still drive women’s fragrance market

Research from global information company The NPD Group Inc. suggests that the power of celebrity to drive sales in the women’s fragrance market has yet to wane. While total women’s fragrance sales grew by more than 5% year on year during the five months to May 2013, the celebrity fragrance market grew by more than 14% in the same period to a value of £11m.

According to the company, dynamic growth was down to strong performances from both existing brands like Britney Spears Fantasy and Beyonce Heat, and from newcomers like Taylor Swift Wonderstruck (launched in July 2012), Lady Gaga Fame (August 2012) and Nicki Minaj Pink Friday (March 2013).

In the year to date May 2013, the top five women’s celebrity fragrance lines – Heat, Fantasy, Fame, Pink Friday and SJP Lovely – combined accounted for 53% of the entire women’s celebrity fragrance market; a high concentration compared to the top five fragrance lines in the total women’s fragrance market (12%).

Moreover, the celebrity fragrance market is tipped to perform well in the second half of 2013 with hotly anticipated launches from Justin Bieber and One Direction. Bieber’s third fragrance, The Key, launches this month, while Brit band One Direction’s debut scent, Our Moment, appears on shelves in August.

"Celebrity fragrances target young consumers and so the price of these fragrances at an average cost of £18.64, is comparatively low compared to other prestige brands,” said June Jensen, Director for The NPD Group Beauty UK. “Despite their price point, they account for a significant amount of value sales in the sector. The key to success here is to know your market and to know exactly which A-lister has what it takes to be a celebrity fragrance. Time will tell if One Direction’s fragrance has the magic formula to make the top ten in the fragrance as well as the music download charts, but targeting an enthusiastic teen demographic is a smart approach as 80% of teen girls say they wear perfume.”