Celebrities & price benefits to give a rise to fragrance consumption

Publicizing products through celebrity is a trendy advertising strategy popularly used by manufacturers of consumer packaged goods. Perfume makers also capitalize on the words of mouth of public figures to market fragrance far and wide.

Does this strategy work well? Evidently yes. Such branding technique is a surefire means of carving out a niche. Inventive fragrance must need innovative promotional tactic to penetrate through the market. Association of glamour with a brand plays wonders in creating appeal and selling products.

Typically, topnotch perfume makers run star-featuring ad campaigns only because of the very reason.

Coty Inc. that holds 13 per cent market share in the saturated fragrance market of the U.S. has exploited charismas of Jennifer Lopez, Celine Dion, and Sarah Jessica to publicize its brands.

‘Pull the trigger’ sensation glamorous Rihanna appealed her gigantically huge fan base on Twitter and Facebook after appearing in a minute TV commercial with Re’l Fluer. Star’s fanatics make purchase of advertised perfume associated to their loveable celebrity without even sniffing its testable whiff. It is strange, but it is the universal consumer psyche. Some scents are really mystical.

Americans are losing interest in fragrances, said a latest report by the consumer market’s researcher. “There has been an explosion in the use of scents beyond fine fragrances, with everything from hand dishwashing soap to fabric softeners to women’s razor handles now infused with scents. As a result, fragrances have lost their mystique and become less “special” and commoditized,” it said.

Retail sales of fragrances came down cumulatively 20 per cent during 2005 and 2010, according to Euromonitor International. The major declines were recorded in 2008 (five per cent) and 2009 (seven per cent). However, sale grew two per cent to $5.3 billion in 2010.

In the current situation, beside public figures perfume makers also need to use discount specials to rack up sale. Perfumes are luxury products and price benefits can encourage nonusers to use them.