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Celebrity Fragrances Case Study: The Difficulties of Releasing New Products in a Saturated Market


Description: Introduction

This report on celebrity fragrances forms part of our 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.

Scope

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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


Contents: OUR VIEW 1
CATALYST 1
SUMMARY 1
ANALYSIS 2
The fragrance market is witnessing higher growth in Europe compared to the US 2
France has the highest levels of expenditure on fragrances in Europe 2
The celebrity fragrance market in the US is becoming saturated while the trend has failed to develop in France 2
Fragrance endorsement is no longer limited to an elite group of celebrities 3
The credibility of a fragrance is directly influenced by the choice of celebrity who endorses it 3
Intimately Beckham: early success in the US could be hindered by changing public opinion 4
Coty Inc released the Intimately Beckham range after previous success with the celebrity couple 4
Coty Beautys advertising campaign centered on sharing an intimate moment with the couple 4
Beckham backlash in the US could hinder future sales of their Intimately His and Her range 5
Sean Combs Unforgivable: creating brand awareness through innovative marketing 5
Sean Combs Unforgivable was the fastest selling new fragrance in 2006 5
Sean Combs and Estèe Lauder use innovative marketing to promote the Unforgivable Woman 6
The success of celebrity fragrances is dependent upon consumer opinion 7
APPENDIX 8
Case study series 8
Methodology 8
Secondary sources 8
Further reading 8
Ask the analyst 8
Our consulting 9
Disclaimer 9
List of Figures
Figure 1: No celebrity has universal appeal and manufacturers should seek celebrities who provoke strong emotional responses in specific consumer groups 3
Figure 2: Coty Beauty have stated that US sales of the Intimately Beckham fragrance range in the US have been strong 5
Figure 3: Sean Combs used controversial marketing techniques to increase awareness of the Unforgivable Womens range 6


Companies Mentioned - Elizabeth Arden, Inc. - New York & Company, Inc. - Taylor Corporation


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