Retailers hope if anyone can ignite a spark in the celebrity fragrance business, it’s Beyoncé. Her fifth fragrance, Heat Wild Orchid, is shipping into mass doors.
Launched last year in Europe, the fragrance features floral, musk and amber notes. Prices range from $20 for the 0.5-oz eau de parfum to $59 for the 3.4-oz version.
Women’s fragrances have been particularly hard hit with sales declining almost 7 percent for the 52-week period ending Jan. 25 in all mass outlets as tracked by IRI.
Experts point usage is down and the celebrity scents don’t have the pulling power once they cascade down to the mass market. Still, Beyoncé isn’t the only star hoping for a hit; Ariana Grande has plans for a scent to launch this summer, too.