PARIS — Procter & Gamble Prestige Products has just inked a long-term licensing deal to create Christina Aguilera fragrances.
The terms of the partnership with the singer were not disclosed when the deal was announced Thursday.
“We were looking for a brand to complement our portfolio,” said Heike Hindenlang, global marketing director, prestige products at P&G, in a telephone interview Thursday. She added that the company was looking to go after young, trendy consumers, in and around the 15-to-25 age demographic.
“Christina is very appealing to that target group,” she added. “We really took quite some time to assess and look at personalities with global potential.
“Christina brings huge global awareness and a big, very loyal fan base,” continued Hindenlang. “She sends out a clear message and clear connection with fans. She tries to empower her fans, particularly women, to get out of difficult situations. Christina is also omnipresent in the media.”
P&G executives maintain the signing of Aguilera is not simply a jump onto the ever-burgeoning “celebrity fragrance” bandwagon.
“We don’t think of this as a celebrity-versus-fashion brand,” said Hindenlang, who reiterated, “We were looking for brands to appeal to a younger target.”
“A lot of people are doing celebrity fragrances. It is one thing to do it if the person is just a celebrity and another if she inspires people and builds brand loyalty,” continued a P&G spokeswoman. “P&G is absolutely not building a portfolio of celebrity brands. We are very much driven by what the consumer wants. We’re not into churning and burning.”
She added the firm’s mantra remains, “Fewer, bigger, better.”
While the exact date of the first Aguilera fragrance launch has yet to be confirmed, it is believed the new scent could possibly hit counters as soon as later this year.
Aguilera is enthusiastic about the project.
“I love trying new things in my music and in fashion,” she said in a statement. “To have a perfume of my own is the beginning of an exciting adventure. P&G is the ideal partner for this new experience.”
Aguilera could not be reached for further comment Thursday.
The singer has sold more than 25 million albums internationally, and she has been nominated for a Grammy for her third studio album, “Back to Basics.”
P&G beauty brands include Dolce & Gabbana, Gucci, Joy by Jean Patou, Rochas, Escada, Hugo Boss and Lacoste, among others.