By  on February 11, 2011

Party fatigue is setting in for the celebrity fragrance scene.

Nine years ago, Bernd Beetz, chief executive officerof Coty Inc., had the enviable task of appearing onstagewith Jennifer Lopez to unveil the introduction of herfirst fragrance, Glow. That simple act added a new pillarto Coty’s business and hurled an adrenaline jolt into theheart of the fragrance market. It energized an industrythat had begun to suffer from a relevance deficit, asyoung adults stampeded to spend their gift dollarson iPods and designer bags. With an age target of 15- to 25-year-olds, Lopezbrought the answer—first-year sales of $80 million.

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