By  on August 8, 2014

The industry’s mania with celebrity is turning into a paradox, with the desire to put stars’ faces on beauty ads stronger than ever, despite reports of a struggling market for celebrity-branded scents.

Consider the deals done since April, not only for endorsements but also some branding propositions. Lancôme signed Oscar-winner Lupita Nyong’o as its new face, followed by fellow winner Cate Blanchett’s debut as the spokeswoman for Giorgio Armani’s Si scent. Meanwhile, MAC has announced plans for makeup collaborations with Brooke Shields and Lorde, to launch this fall; Coty will debut Enrique Iglesias’ first scent, Adrenaline; Pharrell Williams is introducing his first fragrance on Sept. 1, and One Direction, which reportedly has surpassed the Justin Bieber record with sales so far of more than $70 million wholesale, is said to be preparing its third fragrance, a new pillar. Are celebrity fragrances dead? Not completely, even though retailers appear to be very cool to the category.

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