My first celebrity perfume became Jennifer Lopez’s Glow. Having that frosty, curved bottle on my shelf, complete with Jlo diamond appeal, becomes my coming of age after years of immaturity and Impulse body sprays.
once I sprayed on that faux grapefruit scent, I felt like Jennifer herself. Casually pulling my expensive jewelry out of a 1997 Aston Martin convertible, then stopping for an impromptu dance on the beach. in reality, she used to be an obese 15-year-old woman from Croydon, who spent her evenings with the curtains drawn, desperately trying to nail the moves on her Darrin’s Dance Grooves DVD.
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My teenage self fell in love with the superstar lifestyle associated with those scents. During the day, I soaked in fantasy and fantasy with Britney Spears, and despite being a die-hard ‘Team Britney’ fan, Pink Sin via Christina Aguilera became my ‘hello guys’ scent on a night out. . Sorry british.
Fast forward to 2018 and movie star fragrances don’t have the pull force they once did. In fact, it has been said that revenues have decreased by 22%. “In the 2000s there was an incredible variety of superstar fragrance launches compared to today,” explains Andrea Rickard, the perfumery’s chief commercial officer, when asked about the decline in superstar body spray sales. “Similar to fashion, the body spray industry is driven by trends that we often see vary across different types of fragrances.” obviously, at this second in time, that hobby isn’t on the A-listers who sell their fragrances.
So why don’t we look to smell like celebrities anymore? Perfumery professional Nick Gilbert has the idea that “there was a period in time when superstar fragrances were the way to access a secret world; now that it has been replaced by the use of local media almost complete, no need to ‘buy'”. to culture ever again”.
4da1a46ec20cf93ee5c846a51e04f0ed, buyers demand relevance and authenticity”
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Yes, thanks to, we can all get a glimpse of what really goes on behind the celebrity curtain, just like Dorothy did in the Wizard of Oz. In some cases, like the Kardashians, the curtain hasn’t just been pulled, it has been ripped off the wall. Even my gullible 15-year-old self would find it hard to believe that Kim Kardashian goes anywhere near her own wrinkle-free neck with the rest of her costing less than £30.
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As Andrea says, “Superstar scents, however, have broad appeal, but shoppers are much more interested in promotions and demand relevance and authenticity.” In fact, today’s teens can smell an #ad from a mile away and need honesty when it comes to promotional content. Come in, Kylie Jenner.
After dodging questions about lip filler in each and every press interview, Kylie ultimately attributed her plumper pout to lip liners, primarily Spice and started via MAC.
Kylie’s endorsement led to the shades being promoted globally in 2015. 2 seconds.”
4da1a46ec20cf93ee5c846a51e04f0ed, today’s young adults are buying various types of celebrities”
Now a virtual ‘self-made’ billionaire, the ‘Kylie impact’ has celebrities eager to move from our pulse looks to our makeup luggage. With Kim Kardashian, Rihanna, Jennifer Lopez, Victoria Beckham all launching successful beauty strains.
Authenticity also impacts the new celebrity alternative. While I idolized the seemingly untouchable Britney, today’s teens choose a much more relatable persona. “Today’s young adults are embracing different types of superstars, like YouTuber Zoella, who sells all kinds of chic and features products under her name,” explains Nick.
In addition to authenticity and a new generation of celebrities, we don’t seem to want to smell like everyone else. “Overall smells like you” is the tagline for Glossier’s You fragrance, a skin scent that seems to excite all millennials, including me, and it’s a trend Andrea has also addressed within the perfume store. “Across the perfume market, we’re seeing an emerging trend of fragrances from additional areas of interest and people delving into trends from broader subcultures.”
though, as Nick points out, there’s a rising ‘movie star body spray superhero’ he could buy the day he replaced the traditional superhero cape suit with cycling shorts. “Kim Kardashian West’s perfume offering is mostly about the bottle and its superstar, rather than the perfume: shoppers must order online without smelling it, and they’ve all sold out.”
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It’s possible that while Kylie Jenner single-handedly took down the perfume industry, her older sister Kim is giving her the revival she desperately needs. Kim definitely made a crazy $5 million dollars in exactly five minutes when she launched her new Kimoji fragrances in July 2018. Whatever she did with zero paid advertising oh to be a part of that household, just a few bottles of doubtfully sexual perfume.
So while we don’t want to smell like a star anymore, we’re still happy to spend half our money to buy a bit of its existence.