Celine Dion at the top of the celebrity fragrance pyramid

April 21, 2007 at 05:27 PM

Kiss me smell me

Poor Donald Trump. Not only is his reality TV show The Apprentice at the bottom of the ratings, but his signature scent, "Trump, The Fragrance," has been discontinued. It seems his plans for a global beauty franchise have fizzled, despite the high-powered backing of the Estee Lauder Companies.

Yet Trump's fragrance woes haven't dissuaded a handful of celebrities eager to cash in on celebrity perfume. In the next six months you'll see new scents from Usher, Mariah Carey, Gwen Stefani, Sarah Jessica Parker, Shania Twain, Paris Hilton, Kate Moss, David Beckham and Christina Aguilera.

At stake is a cut of the $30-billion consumers worldwide spend each year on fragrance. Canadians alone spent almost $500-million on scents in 2006, an amount expected to grow to $571- million by 2011, according to market researcher Euromonitor International. Celebrity fragrances account for approximately 7% of total sales of perfume. It is a growing category in an otherwise flat market.

So, why are celebrities still lining up to lend their names to fragrances? It's simple: "They get 5% of gross sales," says a former fragrance company CEO, who had several high-profile starlets on his label. "As far as I know, every celebrity gets the same deal," he adds.

That can add up quickly. For example, Jennifer Lopez, Celine Dion and Elizabeth Taylor all sit at the top of the celebrity fragrance pyramid. Each earns approximately $25-million in royalties from their fragrance licensing deals. Indeed, it was Jennifer Lopez who kicked off the celebrity-scent trend in 2002, when she launched GLOW by JLO, a fresh floral scent that captured the teen market. Stores couldn't keep the perfume in stock. The trend gained momentum in 2004, with the success of Curious by Britney Spears.

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April 21, 2007 at 05:37 PM

I expect many more Celine perfume in the future. She'll get much more for each new perfume.

April 21, 2007 at 06:22 PM

Woooohoo! Go Celine! I support you! :clap:

April 21, 2007 at 09:05 PM

$25m from a perfume. Unbelievable. I wonder how much she's earned from her music sales in the past 4 years.

April 21, 2007 at 10:03 PM

i have stuff from 5 Celine lines:)

:) i guess i am a devoted contributor. go celine!

April 21, 2007 at 10:19 PM

Congratulations to Celine. Wow I didn't know Celine parfume is so popular among Americans and people around the world.

April 22, 2007 at 06:04 AM

I have to say, there's a reason for the success, they smell good! You'd think that a cheap effort to make quick money would be cheaply implemented, but no, Coty did Céline right and it payed off, so I'm happy for her.