The Celebrities Hit the FiFi’s
The link between celebrities and the fragrance was visible at the most recent FiFi’s Awards this past week — further illustrating the similarities between the Academy Awards and the Fragrance Foundation festivities. Queen Latifah, Marc Jacobs, Mary J Blige, Sean “Diddy” Combs, Dustin Hoffman, Ernest Borgnine, Paris Hilton, Hilary Rhoda, Kate Walsh were among those attending the event held at the Downtown Armory in Manhattan.
While actresses and models used to dabble in fragrance, it is now almost part of the role. What’s impressive is marketers say most of the celebs actually get very involved in the total process (for better or worse).
Some of the famous faces at the FiFis married into the business such as Hoffman who was there to support wife Lisa. Borgnine was there to not only accompany wife Tova, but to also award her and QVC with a retailer of the year. He jokingly referred to himself as Tova’s husband.
Several of the celebs mentioned new initiatives. Combs is working on I Am Queen, a women’s counterpart to I Am King, set for a May 2010 launch. Combs won his second FiFi for I Am King — Sean John in the luxe men’s fragrance of the year category.
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Blige openly talked about her new scent called My Life by Mary J Blige. It will hit stores this December. Hilton also was called to the podium and touted her next scent called Siren, which will make its debut this month.
When JLO debuted years ago, it seemed a fluke that consumers would flock to a scent just because of its association with fame. That was followed by constant other smashes such as Britney Spears and Celine. While many thought the celebrity bubble would burst, the staying power of a famous name on a bottle is proving to have legs.
Coty is one of the drivers of the celebrity scent business and the company walked away with six awards. Elizabeth Arden, which also counts a nice portfolio of famous names, nabbed three. Mass market buyers said fragrances backed by big names are monumental for them since the celebs build an instant credibility, which is important in self-service stores without methods to sample.
Like many industry events this year, the FiFi’s had a fewer tables, but it certainly wasn’t lacking star wattage.
People, Places and Things
A few words with the National Association of Chain Drug Stores’ Steven C. Anderson about the upcoming Marketplace Meeting and its new programming called ECON 09.
WWDBeautyNews: What is new for Marketplace?
Anderson: We have presentations from Dan O’Conner of RetailNet Group who will present Survival Retailing 2010 and Thom Blischok of Information Resources, Inc. with a session titled Discovering the Real Truth about Shopper Behavior.
WWDBeautyNews: What’s behind these programs?
Anderson: “Everything NACDS does positively impacts the bottom lines of our member companies, and the presentations by Mr. O’Connor and Mr. Blischok at this year’s MarketPlace Conference are no exceptions. They will assist attendees in their business planning with insights on consumer behavior in these challenging economic times. NACDS’ ECON 09 provides multimeeting, multimedia programs that deliver timely, actionable information that positively impacts the bottom lines of NACDS members and meeting participants, and can be readily applied to their businesses.
What’s In Store
Revlon Restructures: Revlon announced a worldwide organizational restructuring with what it called rightsizing the organization to reflect the more efficient workflows and processes that the company has implemented over the last two years. In addition, given the ongoing uncertain economic environment and the potential effect that it could have on net sales, this action will also provide the company with additional flexibility, Revlon said.
Jane Is Reborn: An investment group under the name of Reborn has purchased Jane for an undisclosed amount.