" [...] since peaking around 2011, the business has "seen its heyday and now is not very much in vogue with the consumer or with the trade," according to Bart Becht, chairman/CEO of Coty, the company that churns out fragrances for Lopez, Beyoncé and Katy Perry (who released Mad Love on June 21, a follow-up to 2015’s Mad Potion). Though year-over-year sales for individual fragrances are not released to the public, Coty’s net fragrance sales declined by 9 percent on a reported basis in the most recent holiday quarter, driven by slowing sales of its celeb scents. At Elizabeth Arden, the dip amounted to 9.6 percent."
This is but a small excerpt from a longer article appearing in The Hollywood Reporter about the (apparent) waning of celebrity fragrances' appeal in the market. Since I have been erroneous once before concerning a similar discussion on their impending ebb, I will withhold judgment till I actually see this with my very own eyes.
Still I found two comments from professionals in the industry to be most relative to the discussion: '"When the market is saturated, people’s attention span is limited," says Marian Bendeth, founder of fragrance consultancy Sixth Sense. "If that name is regurgitated in the media, it sets up demand. If they take a break, God help you." It also doesn’t help if the star lacks a style following. "The biggest driving force in what makes a consumer purchase a celebrity item is whether the star is a fashion influencer," says Marc Beckman, CEO of advertising and representation agency DMA United.'