What Can Revive the Fragrance Industry?

Heat by Beyonce: Is the Future of celebrity fragrances with the A-list only? Photo from The Hollywood Gossip.
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.

Celebrity fragrances have been around for years, although this past decade saw a significant surge in their creation and popularity. So, how well can a celebrity’s name sell a particular fragrance? A recent list compiled by Stylist shows the best-selling 
Trends some and go, and some come back reinvented as a total rehash. Take the ‘70s fashion nostalgia from 1996 to 1998. While it brought back bellbottom jeans that soon became flared leg, polyester shirts and psychedelic accessories soon passed within months. Sunglasses, on the other hand, seem to last longer, although each decade appears to be defined by a style. The ‘80s, more often than not, are associated as much with wayfarer sunglasses as much as they are with Wham! and A Flock of Seagulls and acid wash. The ‘90s, similarly, had wraparound sunglasses and grunge music for most of the decade. The ‘00s? Trends this decade were divided distinctly between those for women and men, and all styles appeared to reflect back to the ‘80s.
For men, the aviator shades were the most popular this decade. The last time aviator shades were seen, outside of a South Park episode, was the ‘80s, in which many male movie or television characters appeared with a basic black or mirrored pair. This time around, though, mirrored shades were out but gradient in, and the frame, instead of being basic metal, could be plastic and colored. This allowed for aviators to be a style also seen on women. Similarly, wayfarer sunglasses had a similar comeback at the end of the decade for both sexes, with a myriad of color and frame possibilities.
The formula for celebrity fragrances is this: Attach the name of a celebrity to a bland or overly sweet fragrance and the bottle will sell quickly for a short period of time. Not all celebrity fragrances can be Elizabeth Taylor’s White Diamonds, and most stay on the shelves for a few years and then disappear. But, although we mentioned that celebrity fragrance sales are down – and many won’t buy a perfume with a less-than-desirable celebrity name attached – fragrance companies still churn them out. Avon, for example, put out celebrity fragrances by Reese Witherspoon and Patrick Dempsey this past year, while 50 Cent, with an album that no one noticed, came out with his first fragrance. 

Valentino is one such designer brand, and these iced out shades include many small rhinestones on the side of the glasses. While Vision in Style carries discounted versions of these
Over the past year, many celebrities have been sporting the wayfarer look, including Lindsay Lohan in last week’s post. While this trend is a direct throwback to the ‘80s, nearly everyone in Hollywood has been spotted with a pair of wayfarers at some point, and this includes standard black-on-black sunglasses and styles that are more outrageous. More appropriately, they are unabashedly ‘80s or early ‘90s (take your pick for the tackiest period in fashion). As seen by Madonna’s daughter, Lourdes, on the left, these sunglasses often incorporate bright shades, even neon yellow or green. In general, these styles are made by Ray Ban, but other designers looking to bring back their classic styles and update them a bit are also going along with this trend.











