Few fragrances boast their very definition in their name, unless they're programmatic, but so few celebrity scents are anyway. Lovely is really lovely and it earns brownie points for being launched by a celebrity that actually gives a darn about fragrance instead of seeing it as a personal brand: the perfume-obsessed Sarah Jessica Parker.
Inspired by her love for mixing high-school staple Bonne Belle Skin Musk and an Egyptian-style musk oil bought from street vendors (rumor has it that it's the same that the late Carolyn Bessete Kennedy wore) with a "smoky" incense-patchouli-woods from Japanese avant-garde brand Comme des Garcons (Avignon actually), Jessica Parker didn't really get her way in terms of Lovely imposing a challenging concept in actual market terms. That's if we are to go by Chandler Burr's account, who chronicled the story of the creation in the book "The Perfect Scent".
Yet she managed to get the perfect "go anywhere" woody floral musk scent, with a fine trail of lavender (and a hint of rose?) mid-evolution, that can't help but put that expression on your face when both lips and crow's feet lines smile into "ah, loooovely!"
" [...] 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.'
Beloved actor Richard E.Grant, the tall gaunt guy with the piercing blue gaze we have come to adore since, oh at least The Scarlet Pimpernel, Withnail & I and Track 29, is launching his very own perfume "Jack" tomorrow, April 2nd at Liberty, London, UK. (And no, this isn't a joke, though I'm sure Richard thought about launching on April 1st being rather funny in a non funny way).
Jack eau de parfum has its own dedicated site, is proudly British and contains shall we say interesting notes. Not to mention that the celebrity launching it is someone how does create anticipation, contrary to many many others in this field.
Jack eau de parfum by Richard E.Grant is a unisex eau de parfum with fragrant notes of lime, marijuana, mandarin, clove, pepper, nutmeg, oud, vetiver, white musk, tobacco absolute and olibanum resin.
Thus questions Sarah Reiney in an interesting (if not totally accurate in its finer points*) article in the Telegraph. "Forget bottling Hollywood glamour; this is capitalism in a bottle". So true, Sarah! She goes on to highlight why there is a change in the scenery with more "haute" launches or endorsements by more A-listers than previously. Plus a darling quote by Vanessa Musson. Good going!
If you want to check out some celebrity fragrances history (so as to realize that the phenomenon isn't that recent), please refer to my article linked.
*Fact checking: Fracas wasn't inspired by "Gilda" but by Edwige Feuillère, to whom the (dykey) perfumer Germaine Cellier dedicated it as a love plea. L'interdit was reserved for Audrey's use for only one year (plus her prime favorite was reportedly Le De by Givenchy, also created for and inspired by her.) And last but not least, and we're splitting hairs here, the first "celebrity" perfume has to be the Guerlain Eau de Cologne Impériale for empress Eugenie, the fashion plate of her times.
"I'd love every celebrity to wear my perfume, because I know that they'd absolutely love it. Victoria Beckham definitely needs to wear my perfume. I'm going to definitely send her a bottle. Kate Middleton as well, I think she'd like it. She's glam."
The fragrance is called Amy Childs (fashioned after The Only Way is Essex 22-year old starlet who also starred in Celebrity Big Brother). Amy said she had been urged to launch her own fragrance. "It was loads of people saying, 'Amy bring out your own perfume'. I love smelling good and everyone was saying bring out your own perfume so I did," she said.
Amy launched her new venture at the Aura nightclub, in London's Mayfair.
[news source]
Back a while ago I really thought the trend for celebrity scents (i.e.scents coat-tailing on the success of a celebrity brand name to which they're designed as an accessory) was dying. Boy, was I wrong! There are more celebrity scents coming out each season and it stands to reason people must be actually buying all this stuff for the companies to keep churning out more and more. (The latest, Nicole, comes from Nicole Richie who credits her mother's layering of a hundred scented products as its inspiration, which is scary sounding enough). But WHY are they?
"Like their wearers, these fragrances are not sophisticated, nor are they complicated. In fact they are scented with the same formulae used in shampoos and deodorant body sprays, according to perfume evaluator Erica Moore of Michael Edwards Fragrances of the World. ''They're immensely popular and very successful,'' she says. ''They're affordable. They've brought fine fragrance to a market that is not sophisticated.'' Moore says young women find their fragrance style by experimenting with these types of perfumes.
But they also want a bargain.
''Parallel market'' fragrances are flourishing, according to beauty market analyst Jo-Anne Mason. ''It's dumped stock and coming in really cheap,'' she says. ''It's a grey market. It is legal. They're buying it out of Dubai. It could have been sitting there in a hot, unairconditioned warehouse for a year. (Cosumers) don't know; they don't think about it - they just look at the price.''
And on to YOU to discuss in the comments:
Do you find that you had been attracted by these scents when you were younger and have moved on? Do you find that there are exceptions to every rule and you have found a celebrity scent to claim your own? Does associating a perfume composition which sounds intriguing with a celebrity name crush your hopes for interesting juice? Or not?
Lady Gaga, no stranger to provocation and shock-value has released her first celebrity scent. As you remember we had commented on the initial rumours surrounding Lady Gaga's celebrity scent. But now she has slipped some facts about it on Twitter and an over-enthusiastic fashion editor has also leaked photos of the bottle on the Net. So here it is, Fame Black Fluid by Lady Gaga!
Created in collaboration with Haus Laboratories in Paris, the ad copy of the perfume, mentioning "weird" and "rare" ingredients, is a meta-commentary on the contemporary flowery prose that pertains to new fragrance releases.
We've got Tears of Belladonna, the crushed heart of Tiger Orchidea, with a black veil of incense, pulverised apricot and the combinative essences of saffron and honey drops...the works!
click to enlarge
Another interesting aspect is how the perfume is technologically manipulated to be black in the bottle, yet turn to invisible once it's airborne. The structure also defies any classical fragrance pyramid structuring, letting the ingredients reveal several different facets prismatically at the same time. The concentration is eau de parfum.
The bottle doesn't look too bad, that metal claw thing on top a menacing touch, though it could be a little awkward while using to spray.
All in all, sounds just like the thing from Lady Gaga! And, might I inject, much better than "smelling like an expensive hooker"...
The ink has barely dried on the reviews on Madonna's first celebrity fragrance, Truth or Dare, and the famous singer is taunting us with hints of an upcoming release that will involve the gentlemen this time around. Will this new venture involve raiding the liquor cabinet? You'll be the judge after reading some of her comments on the issue and about her daughter Lourdes's preferences in fragrances.
“I think it would be good to do a men’s fragrance, as well,” the pop star revealed to WWD, clarifying it took her 15 years to reach a point where she felt what she wanted could be met for her first eponymous scent. “My daughter thinks so. She wants to wear it. She likes to wear men’s cologne —don’t ask me why.
"I love musk and amber and woody kind of fragrances on men. I love the smell of whiskey —we should make a men’s cologne that smells like whiskey. I can’t drink it, it’s too strong, but it smells amazing —a really good old whiskey.”
To extrapolate that Madonna's Truth or Dare celebrity fragrance is a Fracas-inspired vehicle is a given unless you had been living under a rock for the past 20 years. Not only had the reference been clearly made when the classic Fracas by Robert Piguet was re-issued under new directorship sometimes in the mid-1990s (along with the equally classic and controversial Bandit perfume) ~and Madonna was letting the world know she wore Fracas because it reminded her of her mother~ the famous quinquagenarian has been known to love tuberose and gardenia anyway. True to form, though not daringly enough, her fragrance Truth or Dare, late on the bandwagon of celebrity fumes, is indeed a sharp, loud tuberose with added side notes of waxy gardenia, coconut for a tropical feel to the white flowers and amber-musks in the base. It's the right thing to wear if you're decked in a conservative tailleur and fishnet veil with black eyeliner and red lipstick and horny after a handsome toreador just like Madonna herself was in "Take a Bow". (The image says it all, really; lady and tramp in equal measure).
Because Truth or Dare is a true celebrity perfume (the face behind it infinitely more important than the juice), but at the same time coming from a celebrity who is well known for her genuine interest in fragrances and her vast collection, I decided to evaluate the fragrance in a "game" of plus and cons. After all, Madonna has played the Madonna-Whore duality herself for decades.
The minus points
By now tuberose and gardenia have been tackled beyond the iconic Fracas in a pleiad of guises by niche perfume companies, sometimes to incredible results: The natural green and tropical vibrancy of Carnal Flower by Frédéric Malle is hard to beat. The silkiness of the initially mentholated Tubéreuse Criminelle by Serge Lutens is unsurpassable. The refinement of Beyond Love by Kilian, very close to Fracas, but a bit more natural feeling, is a wonder of artistry and nature: Calica Becker used the fresh flowers as a reference to narrow the gap between the oil and the real blossom and the injection of coconut gives a sensuous mantle of real human skin. For real gardenia we have Estée Lauder Private Collection Tuberose Gardenia which smells as real as the living thing, green buds, browning petals and all.
Madonna's effort therefore seems too little, too late. If Truth or Dare had been issued 15 or even 10 years ago (why wasn't it? that is the question) we would have been more responsive to its white flowers message. By now, it's almost a cliché. (And inspires its own caricature, please open with caution) Even Kim Kardashian has issued her very own version in her first fragrance; with an added dose of sugarcane, of course...And if rock-babe Courtney Love issues a celebrity perfume in the future, I'm sure she will get endless propositions on the same model of tuberose-gardenia given her self-proclaimed love of Fracas as well. (Whether she will capitulate though, that's another matter)
The plus points
Presenting a waxy tuberose-gardenia combo ~and a loud, unashamed one at that~ to the audience of teeny-bopper consumers who are used to sugar-laced sanitised white florals or fruity swirls with a ton of ethylmaltol & patchouli in there is commendable. Obviously not only teenagers have a right to a celebrity perfume and fans of Madge have reason to celebrate, I guess. It's not going to garner you "youthful" comments though, be prepared (Not a bad thing in itself) and if you live in a subdued environment that only tolerates "clean" non-perfumey perfumes and winces at anything else, you will have to wear this at home alone with the windows taped.
As to the perfume composition, the duality of the name Truth or Dare is cleverly built into the formula overseen by Coty. There is on the one hand the tropical, sweet, nail polish acrid, very indolic (with jasmine and jasmolactones), loud white floral tentacle with a hint of lily; lethal and femme fatale. On the other hand there is the more subdued belly of resinous ingredients, benzoin, emitting a hint of vanilla, amber and the blank canvas of synthetic musks, giving an almost monastic feel due to their subdued effect and low projection. This schizoid personality of Madonna's Truth or Dare seems totally intentional and for that reason I can't but admire the smarts (and dare I say, the guts).
Bottom Line: Madonna wouldn't be shamed to death to be caught wearing her celebrity perfume, which is more than I can say for many other celebrity scents out there. If you are a lover of Fracas, tuberose-gardenia compositions and loud, a tad vulgar-but-out-for-a-good-time perfumes, it's worth a try.
Note: The ad campaign has been deemed too racy for prime-time. Was this really unexpected? Nope...
"My first memory of fragrance is my mom," she said. "She wore Charlie but I actually never wore perfume. I would always sneeze when I smelled it and just never found one that worked for me, which is why I wanted to develop my own." And while her debut fragrance was meant to evoke a clean, just out of the shower feeling, this one is "seductive, playful, sexy, and mature," Longoria explains, adding that when she starts making a scent (it takes about a year), she works with a perfume house and tells them what she wants the end result to be—emotionally.
"The perfumers would say, 'oh you mean a spicy musk.' But that's Chinese to me so they would send me samples, we'd go back and forth—but in both cases, I ended up going with the first try!"
Thus goes the article on Allure, chronicling the route that Eva Longoria would take to "co-create" her latest fragrance, called EVAmour. The second celebrity perfume by the "Desperate Housewives" star features notes of bergamot, apple, red currant, vanilla, amber, and musk.
According to the Daily News, the Yankees will be selling his-and-her fragrances in April: "The men’s fragrance captures 'a sporty and confident attitude, creating a timeless masculine' scent, redolent with 'fresh wood tones, an invigorating blend of sparkling bergamont, coriander and cool blue sage,' the manufacturer says. The ladies’ scent is described as an 'alluring and fruity' melange that blends 'guava, succulent plum and sun-kiss apricot nectar.'"
Hmmm....I classify under celebrity scent news.
A Yankees vice president explained that this "will strengthen brand awareness for its fragrances and be an exciting new addition to Yankees prestige and lifestyle products."
On second thought, strike my comment above out; I hereby classify this as cashing out news.
On third though, that's small potatoes. No, strike that one out too; there's a McCaine's potato scent for UK bus stops, reported on three Canadian online news sites (this is just one of them)
We live in a weird world.
On Tuesday, Feb. 14, Gaga posted: "Looking forward to this weekend. Shooting my parfum campaign and commercial with Steven Klein. Will be edited to a special song...shit." The tweet can be viewed at her official Twitter feed, which is followed by 19 million people. [source]
"Every celebrity whose “anybody” needs to have a perfume and as we all know, Lady Gaga’s scent will smell like an expensive hooker.
Competition to bottle Gaga is fierce, but the Swiss fragrance company Givaudan is working to collaborate with her when she releases her first scent, reportedly with the intent of blood and semen in the mix. Collaborating with names such as Lady Gaga would bring a boost to Givaudan’s fine-fragrance unit." [source]
The perfume will circulate later in 2012.
"Like an expensive hooker". Let's think about that for a moment: "like an expensive hooker". Out of all the possible briefs in the world of smell, you go for "expensive hooker"!
Reminds me of the following anecdotal dialogue attributed to George Bernand Shaw:
GBS: Madam, would you sleep with me for a million pounds?
Actress: My goodness, Well, I’d certainly think about it.
GBS: Would you sleep with me for a pound?
Actress: Certainly not! What kind of woman do you think I am?!
GBS: Madam, we’ve already established that. Now we are haggling about the price.
(This dialogue is also attributed to Winston Churchill).
If you're set on hooking, why does the "expensive" adjective have anything to do with it???
Arguably late on the bandwagon of the celebrity scent phenomenon and a dollar short, the former pop queen of the universe is issuing her first fragrance under her brand bearing the name Truth or Dare, after her (demographically older aimed) lifestyle collection. Sales predictions talk about 60$mil by the end of the following year.
“She always smelled like gardenias and tuberose, an intoxicating mixture [that was] feminine and mysterious. I wanted to re-create this scent, but with something fresh and new about it as well. Something honest and yet daring -- hence the name Truth or Dare.”
We had always heard that Madonna loved classic Piguet fragrance Fracas (a lush, creamy tuberose perfume) exactly because it was her mother's scent (Actually in the mid-90s when the Piguet line was re-issued almost everyone in the media it seemed fwas coming forth claiming Fracas was their mothers', grandmother's, avourite nanny's etc. scent, but I digress). The Madonna perfume reportedly includes fragrance notes of gardenia, tuberose, lily, neroli, amber, and musk. The scent will be encased in a white bottle embazoned with a gold M with a cross through it, and topped off with a round gold cap.
According to an article on The Financial Channel, that might be the case, especially in Tbilisi. But what's most important is that celebrity fragrances (including ancillary products such as bath & shower gels, body lotions and body mists)
are popular with both affluent and lower-incomed customers! It's also noted that they're most popular among young people, though not exclusively.
Avril Lavigne, Naomi Campbell, Christina Aguilera and Antonio Banderas are named some of the most favourite celebrity brands for Georgians according to Khatia Shamugia, PR Manager of Ici Paris. These are often bought by mothers for their daughters (so mothers, beware what you introduce your impressionable offspring to!) or for their best friends.
“I am kind of a celebrity perfume lover,” said Nanu Abashidze, 19. “Of course I prefer to buy high class brands such as Chanel and Yves Saint Laurent but they are much more expensive. So I prefer to buy cheaper brands, and I am quite content with their smell. Avril Lavigne is one of my favourite celebrity cosmetic brands. I started using it recently and can’t give it up,” Abashidze said.
Taking this confession as a departure point into some personal speculation, it's worth wondering if the quality of high-end brands has gone down so downhill that there isn't really much to differentiate them from celebrity fragrances or lower-end products than their perceived prestige...
According to WWD, Kate Perry with launch her second fragrance, exclusively with Nordstoms in November, a companion scent to her first celebrity scent out there, suggestively named "Purr". According to the article on WWD, "created in partnership with Perry’s fragrance licensee, Gigantic Parfums, the scent is intended to be a companion piece to the recording artist’s first fragrance, Purr, which debuted a year ago and is now available in 54 countries.
In the countdown to the launch, like Selena Gomez, Katy is trying to get her fans involved in the process urging her Twitter followers to guess the name of the perfume. Winners will win free bottles of the new perfume as well as meeting up with their idol. Fickle glory!
EDIT TO ADD: The new name is set to be Meow by Kate Perry, continuing on the kittenish theme started by Purr. According to the singer's twitter account: “My next fragrance & bestie to Purr is MEOW! She’s very sweet & inspired by that magical place, CANDYFORNIA!”
It's not enough that royals are represented by their fragrance choices to the greater perfume appreciating audience, like Catherine, the Duchess of Cambridge (and formely known as Kate Middleton) did recently, skyrocketing sales by a niche perfumery. Now Henrik, prince consort of Denmark, spouse of Margerita of Denmark, 76 and an accomplished sculptor, writer and poet, is going to launch his very own perfume, sold under the -very Spartan- name "H".
According to the palace press release by Lene Belleby: "The prince has choisen the ingredients of his perfume hiself and the fragrance will be exclusively sold at the château de Caïx". Château de Caïx (also, de Cayx), for those who didn't know this information (I was among them, I must admit) is the French soil residence of the royal Danish couple, located at the south-western regions of the country where the prince is also producing fine wine from the local Cahors vineyeards for decades.
The fragrance has been developed by the Danish cosmetics line GOSH (who also produce a lovely, simple musk) and features notes of grapefruit and cedar. H, the royal fragrance of prince Henrik of Denmark, will be sold at the boutique of the château alongside his wine bottles production. A nice memento for those visiting, I should gather!
Project D Fragrance Launch Design duo Dannii Minogue and Tabitha Somerset Webb launched their first fragrance with a Tea Party at Harvey Nicks
Project D Inspired by glamour and rock 'n' roll, Dannii and Tabitha's 'timeless' Project D fragrance is set to become a sure-fire hit. Containing notes of Neroli, Bergamot and Ylang Ylang, Tuberose, Japanese Osmanthus, Mimosa and Purple Orchid, its on sale exclusively in Harvey Nichols now.
Gorgeous and always immaculate burlesque artist Dita Von Teese is no stranger to perfume loving: For years she has been an aficionado of Houbigant's Quelques Fleurs (a start of the the 20th century floral creation that was amber-boosted in the 1980s) which she has been loving since the age of 14. She's now developing her own perfume and what's more interesting: the raven-haired, porcelain-skinned beauty tweeted about the process!
"No fruit, no vanilla, no candy," she insists. "Velvet sensuality with a dash of vulgarity! I want to evoke passion with fragrance: intense love/lust and distaste/fear rather than merely popular acceptance." Dita counts Kilian Hennesy among her friends, to whom she had confided that she was troubled about wearing the same fragrance as her boyfriend's mother (Quelques Fleurs) and who had advised that she should either ditch the man or the fragrance [WWD], so the prospects of having a top notch creative team behind her fragrance is particularly optimistic. That plus her breaking the cookie-cutter mold image of beauty of course.
Among her other fragrance loves (see many more of them scrolling this link), if this is any indication, she loves Dior Passage No.4, a fragrance in retro packaging exclusively made for La Collection Particulière, a collection created by perfumer François Demachy that celebrated Dior's 60th birthday a few seasons back. Dior Passage No.4 we remind you is a rose based fragrance blended with notes of orange, pepper, amber and musk, and it is named after Dior's muse, France (Passage No.8 and No.9 are focused on iris and tuberose respectively)
Interestingly, as Dita is writing a beauty guide book and is preparing a make-up line of her own, she confesses that she actually likes to share her beauty secrets and perhaps perfume is just another one of them? We will see when we actually try out the eponymous fragrance, set to launch sometime late in 2011 (or early 2012 at the latest).
Any one care to guess what Dita's fragrance would entail?
Edit to add: The news arrived on our desks. Dita Von Teese's fragrance is called Femme Totale, it's a woody floral musk (aka "nouveau chypre" a la Narciso Rodriguez for Her) created by perfumer Nathalie Lorson and you can see the advertisement below. Femme Totale by Dita Von Teese opens with fresh bergamot, peony and Bourbon pepper. The heart includes Bulgarian rose, Tahitian tiare flower and jasmine while the base is warm with incense, patchouli, musk, guaiac wood and sandalwood.
I have to say the bottle looks totally unlike the curvalicious figure it got named after....
The saturated market of celebrity scents (fragrances issued by celebrities in collaboration with some big perfume -producing company under their own name) is getting one more contender: Heidi Klum's fragrance, Shine.
The supermodel will release Shine alongside Coty Beauty. The new perfume is expected "to make people smell and feel delicious" although dissonant voices feel the move is a sellout for the classy “Project Runway” star. So why the choice? On Coty's part it seems obvious enough: Steve Mormoris of Coty Beauty said, “Heidi has a unique position in the market. She is not just a supermodel or a celebrity - she is also a businesswoman. She is very multifaceted - we plan to create a fragrance which celebrates all of those facets.”
The former Victoria’s Secret Angel on the other hand said, "I am thrilled to be partnering with Coty on my new fragrance. Working for a long time on developing a signature scent and watching it finally come to life is so exciting. I never thought my nose would recover from sniffing so many scent combinations, but it is all worth it." [source]
Now, how will it smell? I think "delicious" hints at a fruity floral with sweetness or a vanillic floriental without animalic notes. I could be wrong, but...
Edit to add: Updated news on the Shine fragrance by Heidi Klum: "an oriental scent made of pink peppercorn, pear and mandarin top notes; a mimosa absolute, sunflower, and lily of the valley heart; and musk Cosmone [ed.n. a novel aromachemical], vanilla and Venezuelan tonka bean drydown."
Sweet, fruity, clean musk drydown. All check!
One commenter on People writes "I’m sure Heidi, like most celebrities, have them means to buy a lot of fragrances I can’t afford. I would expect her perfume would smell great and hopefully incorporate a lot of the characteristics from those more expensive lines so I can smell great too."
Sadly, in my personal experience in fragrant sniffing, celebrities doing brand extension through perfume launches don't necessarily expand their own taste into fragrance (JLo and Sarah Jessica Parker being exceptions), instead leaving the marketing team of Coty, Parlux, etc. decide what the intended audience would buy best...
Launch of Heidi Klum Shine is scheduled for autumn 2011 in North America and Latin America.
Teen singing sensation Justin Bieber shas paired with Etoile Nation Beauty, to create a new line of fragrances! Hold your horses, dear readers. The unisex juice "My World" is not only going to be something that will get you out of your My Little Pony comfort zone, it also comes in the form of scent-infused wristbands and dog tags, according to WWD. Because admit it: You always wanted to be seen as a tough marine with your dog tag hanging over your wife-beater, wafting some teenage fruit-salad scent!
The unconventional approach [sic] is fitting for the pop star, who catapulted to fame after posting homemade videos of himself singing on YouTube. Bieber, who plays the drums, guitar, piano and trumpet, is learning the notes of the fragrance game, too. Before a concert Friday evening at Arco Arena in Sacramento, Calif., Bieber told WWD over instant message that he spent part of the day smelling different scents. "Slated to launch in Wal-Mart stores just in time for the Holidays on Black Friday, the line is clearly targeting the singer’s teenage demographic." No shit, Sherlock! “They actually brought me a bunch of stuff to smell today,” he said. “One of them smelled too young, too fruity. One was really good.”
WWD continues: "The ongoing phenomenon of the pop star is the reason Etoile hooked up with him. As Michael Ferrara, president of Etoile, a company formed this fall, said, “This Justin Bieber juggernaut is never going to end. Justin is a total grassroots phenomenon.” You wish, I say! And regarding longevity: Have these people never heard of Jordy Lemoine? Or Macaulay Culkin for that matter? Bieber, his manager Scooter Braun and Universal Music Group, which owns Bieber’s record label Island Records, are partners in the new venture. The fragrance, named after the singer’s current tour, is embedded into a patented resin technology designed to hold the scent for at least one year. “The resin delivers the scent in a way that is every bit as good as a juice,” said Ferrara, who prior to Etoile was a senior marketing executive at Coty Inc. What did the crooning coed say was his favorite female fragrance already on the market? “I actually like the Britney Spears perfume on girls,” he admitted to WWD. “It smells good.” What did you expect? Anyway, the kid is a little boy, we will be lenient on this one and not roast him over open flame.
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