Celebrity fragrances case study: the difficulties of releasing new products in a saturated market

Publication Date	November 2007
Publisher	Datamonitor
Product Type	Report
Pages	9
ISBN Number	not applicable
Product Code	DAT08383

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Summary

Introduction

This report on celebrity fragrances forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It highlights how the market is becoming increasingly saturated because of the number of new products being released.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Datamonitor View
Catalyst
Summary
Analysis
- The Fragrance Market Is Witnessing Higher Growth In Europe Compared To The Us
- France Has The Highest Levels Of Expenditure On Fragrances In Europe
- The Celebrity Fragrance Market In The Us Is Becoming Saturated While The Trend Has Failed To Develop In France
- Fragrance Endorsement Is No Longer Limited To An Elite Group Of Celebrities
- The Credibility Of A Fragrance Is Directly Influenced By The Choice Of Celebrity Who Endorses It
- Intimately Beckham: Early Success In The Us Could Be Hindered By Changing Public Opinion
- Coty Inc Released The Intimately Beckham Range After Previous Success With The Celebrity Couple
- Coty Beauty's Advertising Campaign Centered On Sharing An Intimate Moment With The Couple
- Beckham Backlash In The Us Could Hinder Future Sales Of Their Intimately His And Her Range
- Sean Combs Unforgivable: Creating Brand Awareness Through Innovative Marketing
- Sean Combs Unforgivable Was The Fastest Selling New Fragrance In 2006
- Sean Combs And Este Lauder Use Innovative Marketing To Promote The Unforgivable Woman
- The Success Of Celebrity Fragrances Is Dependent Upon Consumer Opinion
Appendix
- Case Study Series
- Methodology
- Secondary Sources
- Further Reading
- Ask The Analyst
- Datamonitor Consulting
- Disclaimer
List Of Figures
- Figure 1: No Celebrity Has Universal Appeal And Manufacturers Should Seek Celebrities Who Provoke Strong Emotional Responses In Specific Consumer Groups
- Figure 2: Coty Beauty Have Stated That Us Sales Of The Intimately Beckham Fragrance Range In The Us Have Been Strong
- Figure 3: Sean Combs Used Controversial Marketing Techniques To Increase Awareness Of The Unforgivable Women's Range