What Can Revive the Fragrance Industry?

Fragrance sales have been down since 2006, the year in which celebrity-branded scents became full blown. Two news pieces over the past few weeks touch on what might happen to the fragrance industry: More of the celebrity trend and also an ad campaign targeted to get more of the public interested in wearing perfume or cologne. Although the recession has seen sales across all aspects of retail dip, fragrance sales have seen a sharp decrease, mainly because of its use as a luxury item and not a necessity like clothing. Nevertheless, possibilities for reviving the fragrance industry include more than waiting through the recession.

One option is an upcoming ad campaign by The Fragrance Foundation called “One Mighty Drop.” The website for One Mighty Drop is designed to make scents appeal to everyone, including features for designing you own perfume bottle to tips for wearing fragrances. One notable suggestion is waiting 10 minutes after spraying a fragrance. At this point, you’ll be able to smell all three parts to a scent, and you’ll be able to tell if you’ll enjoy wearing it or not. After all, some perfumes can even take up to 30 minutes for revealing the lowest layer.

Another option is choosing which celebrity will be branding the fragrance. While some celebrities with fragrances come and go, such as Hilary Duff or Ashanti, others, such as Beyonce, appear to have more staying power. Since her start in Destiny’s Child, Beyonce hasn’t really left the public eye, even when an album or single wasn’t entirely stellar. Her recent fragrance, Heat, has been selling fairly well and, according to the linked news item, the promotion for it at Macy’s Herald Square generated about $60,000 in one day, with customers purchasing $122 sets of Heat. Perhaps, in the near future, companies like Coty and Elizabeth Arden will be pickier about which fragrance they brand with a celebrity.