Far from burning out, the star wars are still heating up on department store fragrance counters.
Six celebrities have already announced that they will introduce new scents before the end of the year — and by late September, fragrance counters at major department stores will likely resemble Hollywood sets.
First out of the gate: Covet Sarah Jessica Parker, being launched in Macy's this month and elsewhere in August, and L by Gwen Stefani, which hits Nordstrom stores this month and additional points of distribution in September. They will be closely followed in August by Sean "Diddy" Combs' Unforgivable for Women, and in September by M by Mariah Carey, Can Can by Paris Hilton, Usher She and Usher He.
So what's with all the stardust? In a word, money. Even if the scents don't survive more than a year or two, the money they generate in the short term seems enough for some companies. For instance, Jennifer Lopez's first scent, Glow by J.Lo, did $100 million in its first year. And these scents often hit near the tops of the charts shortly after release — as did Lovely Sarah Jessica Parker, Unforgivable for Men and Curious by Britney Spears, for instance.
"The celebrity fragrance category has really become the 'fashion' element of the fragrance business," Micheline Jordaan, vice president and divisional merchandise manager of fragrances for Macy's, said in June. "It animates the selling environment through visual presentation and generates excitement among our customers. The performance of the category is influenced by the exposure, prominence and level of involvement of the celebrity in promoting the project. Though I must add that it all starts with the right juice."
Jordaan doesn't seem daunted by the long list of star fragrances due this fall, many of which Macy's will stock. "Looking at the extensive lineup for fall, it appears that the category is experiencing a resurgence with introductions from several prominent trendsetters from the worlds of music and fashion," she said. "We feel [the celebrity category] is still viable and will continue to be an important part of the business."
Also last month, Wendy Liebmann, founder of WSL Strategic Retail, said, "The [celebrity fragrance] trend is still alive. It's just taken on a lot of new faces. The notion of what a celebrity is has expanded." She noted that shoppers have come to view fragrances as they do fashion or color trends — i.e., a quick in and out — rather than something that could remain in the market for 20 years or more. "It takes a different mind-set to succeed [these days]. A fragrance doesn't have to have a 10- to 20-year run anymore. It's unrealistic to think it will."
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty