By and  on September 30, 2005

NEW YORK — In the beauty industry, recent success stories — in one way or another — are tied to celebrity. That was the consensus of a panel of industry executives at the "Industry Movers and Shakers: The People Who Make Things Happen" session on Wednesday. Beauty execs agreed that celebrities are a key driver of the beauty business. They also forecast it will be several years before the industry's flirtation with Hollywood darlings subsides.

"It's so costly to build awareness that you need some kind of hook," said Vince Colonna, executive vice president and general manager of Puig Fragrances and Personal Care USA.

A celebrity editor's write-up in People magazine catapulted Dlish Fragrances to success three years ago When developing its bath and body line, Dessert Beauty, Dlish recruited Jessica Simpson as its celebrity partner, noted Alexandra Zanella, Dlish's vice president of marketing and sales. Zanella said, "I think the trend will continue until nobody ever wants to buy a celebrity fragrance again."

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