Female Celebrity Fragrances: A Representation of Female Empowerment through Generations?
Brief tap into History
Female models were always a great representation of perfume and beauty marketing campaigns, incorporating flawless bodies and perfection.
In 1957 things started to change.
Hubert de Givenchy created l’Interdit as a personal gift for Audrey Hepburn. The creation was so breathtaking that he decided to release l’Interdit to the public with Audrey Hepburn becoming the face of the advertising campaign. This marked the moment of not solely using models but also famous actress in marketing campaigns, seeing the impact of celebrities on overall fragrance sales.
After many more celebrity fragrance campaigns, Elizabeth Taylor debuted the market with her own scent: Passion in collaboration with Elizabeth Arden. Many more followed and today her Elizabeth Taylor’s lineal includes also skincare products.
In the early 2000s female artists and celebrities redefined notions of femininity, confidence and success. With their music and their public figures they were all over the TV channels and soon in all department stores.
J.Lo with Glow, Paris Hilton with Paris Hilton and Britney Spears with Curious.
All of them making 6 or even 7 figures revenues in only one year. The world was ready for female celebrities to launch. It was not anymore shameful to be wearing a celebrity fragrance, it became a mere act of smelling like your preferred celebrity and being proud of it. The best part of it: it was affordable. Cheaper than buying a concert ticket and a gateway card into their lifestyles.
Adapting to New Consumer Habits
Storytelling in the fragrance world became essential, through the rise of social media and e-commerce channels.
Lady Gaga already debuted it perfectly with Fame. A black fragrance where she stated it should smell like semen and blood (debatable whether it really smells like this). This was the start to launch beyond your celebrity status but have a scent as an extension of your personality and values. Of course still ether to make money, but with a better story behind.
Moving to today, a celebrity scent is not only about lifestyle but more about what the celebrity represents. Which values and personalities they have - the essence behind them.
In 2018 Ariana Grande launched Cloud, a fragrance so popular that a bottle was purchased every 11 seconds in 2022. The flask and the scent are still very iconic. Described as a dreamy and uplifting scent capturing the singers optimistic and carefree spirit.
A sign to everyone buying it, incarnating self-expression and confidence. Purchasing it, gives a sense of belonging to a community that celebrates diversity and individuality, simultaneously connecting to the fanbase “Arianators”.
Rihanna, created Fenty a genderless fragrance in 2022. It’s different to many other scents, as it has no label. If you put it into you home, no one will know that it is from Rhianna, unless they look up close. It is there to be worn and make you feel, how you want to feel. It speaks for inclusivity and feeling well in your own body. Values that are essential for many women and inspiring for young women.
Finally, new generations do prefer quality over quantity and have more spending ability than previous generations while making more conscious choices, according to the Economist.
Hence, there is more space in creating a scent with a very iconic packaging and sophisticated raw materials.
This leads to a more exclusive, luxury feeling of celebrity fragrance that are targeted at a higher price than in the 2000s. A great example is the new limited edition Eilish No. 3 Eau de Parfum by Billie Eilish. After a great success of her first launch this version is only available online, with a one-item limit per cart.
Can you be yourself and still feel empowered by celebrity fragrances?
Celebrity fragrances can empower women by allowing them to connect with their favourite stars on a personal level and embody the traits and values that these celebrities represent. From confidence and strength to creativity and individuality, these fragrances serve as more than just a scent - they are a form of empowerment and self-expression for everyone.
Fragrances are not anymore there to embody femininity or be sexy for someone but more a an act of having your own scent that represents your personality the best and the way you want to feel in that moment.
This is why the marketing shift helped celebrities to incarnate their values into their own scents. Maybe you don’t only buy a fragrance because you love Rhianna, Ariana Grande or Billie Eilish but because they create new modern scents that fit to the taste of new generations.
What else there is to come in the next years and who sets the next olfactive and marketing trend for celebrity fragrances? I do believe it will be more luxurious and more daring with fascinating packaging.