On the surface, hitching your star to the celebrity wagon seems like a capital idea given the public’s fascination with fame and fortune. But star power does not a blockbuster guarantee: Remember Cher’s fragrance? Or Linda Evans’? Neither do we. (Well, maybe just barely.) Five years ago, Jennifer Lopez’s Glow by JLO ignited a celebrity fragrance craze and her scent stayed in the top-selling position for 12 months, but then quietly disappeared. Other projects, such as those from Sarah Jessica Parker and Sean “Diddy” Combs, have shown they can go the distance. Somewhere in the middle is Britney Spears, who, despite a string of bizarre antics this year, still manages to move product (Curious Britney Spears, Fantasy Britney Spears and Midnight Fantasy Britney Spears, with another scent, Believe Britney Spears, due later this year.) Here, some of the latest contenders in the game.
Celeb: Sarah Jessica Parker
Scent name: Covet Sarah Jessica Parker
Notes include: Geranium leaves, Sicilian lemon, magnolia, musk, vetiver and bois de cashmere.
She says: “What we came to in a pretty quick fashion was the ugly part of the geranium—downwind of the floral, of the coveted part of the flower.”
Priced at: Eaux de toilette in two sizes, $52 and $68.
Launch date: Mid-July at Macy’s; mid-August everywhere else.
Chances of success: Parker’s first scent, Lovely Sarah Jessica Parker, has done more than $100 million to date; sources say Covet could do $30 million or more in its first year.
Celeb: Mariah Carey
Scent name: M by Mariah Carey
Notes include: Marshmallow, sea breeze accord, Living Tahitian Tiare flower, gardenia petals, sheer amber, patchouli and Moroccan incense.
She says: “Creating this [scent] was like creating a song, and that’s what I know best.”
Priced at: Eaux de parfum sprays in three sizes at $39.50, $52.50 and $62.50, with a 0.5-oz. parfum at $175.
Launch date: September
Chances of success: Think big. Experts estimate the scent could do $75 million worldwide in the first year.
Celeb: Gwen Stefani
Scent name: L by Gwen Stefani
Notes include: Leafy water hyacinth, white freesia, fresh pear, jasmine petals, rose and lily of the valley.
She says: “I wanted this fragrance to be light, fresh and clean. I’m currently working on five fragrances, but this one is intended to be the classic.”
Priced at: Eaux de parfum in two sizes at $55 and $70, and a solid perfume compact, $42.
Launch date: July at Nordstrom; September everywhere else.
Chances of success: Stefani’s fans are sure to give her another hit. Sources estimate it could do $30 million in its first year in the U.S.
Scent names: Usher He and Usher She
Notes include: She has red currant and apricot nectar; He has white pepper and black suede.
He says: She “represents a woman of mystery. I would wear He with a tux or a pair of jeans.”
Priced at: Two sizes of eaux de parfum for women, $52 and $68; for men, eaux de toilette in two sizes at $50 and $65.
Launch date: September
Chances of success: Doing it his way, Usher’s masterbrand could do upward of $80 million globally in its first year.
Celeb: Paris Hilton
Scent name: Can Can
Notes include: Clementine flower, nectarine, wild orchid and orange blossom.
She says: Hilton has kept mum thus far—perhaps she’s too distracted by her other woes.
Priced at: Eaux de parfum sprays in two sizes for $45 and $55.
Launch date: October at Macy’s.
Chances of success: Apparently, there’s no satiating America’s taste for Paris—even after a spell behind bars. Can Can could do $20 million in wholesale sales in its first year.
Celeb: Sean “Diddy” Combs
Scent name: Unforgivable for Women
Notes include: Bergamot, cassis, piña colada, freesia and coco de mer.
He says: “You have to have a strong imagination to be in this industry—you can’t be afraid to dream.”
Priced at: Two sizes of the scent, an eau de toilette, will be offered for $55 and $75.
Launch date: August
Chances of success: Unforgivable for Men did $150 million globally in its first year; the women’s version could do $45 million in the U.S alone in that time frame.