Research from The NPD Group, a global information company, indicates the power of celebrity to drive sales in the women’s fragrance market. While total women’s fragrance sales grew by more than 5% year-on-year during the five months to May 2013, the celebrity fragrance market grew by more than 14% in the same period to a value of £11m.
This dynamic growth not only comes from sales of existing celebrity fragrance brands like Britney Spears ‘Fantasy’ and Beyonce ‘Heat’, but from new stars entering this category. Taylor Swift launched her first fragrance ‘Wonderstruck’ in July 2012, Lady Gaga ‘Fame’ was released in August 2012 and Nicki Minaj ‘Pink Friday’ in March 2013 – all have contributed towards the segment’s strong performance.
In the year-to-date May 2013, the top five women’s celebrity fragrance lines combined accounted for 53% of the entire women’s celebrity fragrance market (value share). This is a high concentration compared to the top five fragrance lines in the total women’s fragrance market which accounted only for 12% of sales value. The top five women celebrity fragrance lines (in alphabetical order) are:
- Beyonce Heat
- Britney Spears Fantasy
- Lady Gaga Fame
- Nicki Minaj Pink Friday
- SJP Lovely
The women’s celebrity fragrance market is expected to perform strongly in the second half of the year with the hotly anticipated summer launches of Justin Bieber’s third fragrance, ‘The Key’, this month and One Direction’s debut fragrance, ‘Our Moment’, in August.
The success of Justin Bieber’s first fragrance ‘Someday’ may be the best indication of how One Direction’s launch may fare. On release in June 2011 it became the number one brand launch that year in the U.S. market. To put this in perspective, in the second, third and fourth week of sales, ‘Someday’ exceeded the number one women’s brand, ‘Coco Mademoiselle’ stateside (Source: The NPD Group/NPD BeautyTrends).
June Jensen, director for The NPD Group Beauty UK, says: “Celebrity fragrances target young consumers, and so the price of these fragrances at an average cost of £18.64, is comparatively low compared to other prestige brands. Despite their price point, they account for a significant amount of value sales in the sector. The key to success here is to know your market and to know exactly which A-lister has what it takes to be a celebrity fragrance. Time will tell if One Direction’s fragrance has the magic formula to make the top 10 in the fragrance as well as the music download charts, but targeting an enthusiastic teen demographic is a smart approach as 80% of teen girls say they wear perfume.”