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March 2, 2006

Product Naming: Paris Hilton Smells "Hot"

Paris Hilton fragranceParis Hilton wants it all. And now she has a scent for all: and .

Hers are more in a long line of fragrances bearing , including offerings from Sarah Jessica Parker, Britney Spears, Jennifer Lopez, and Beyonce Knowles. Although the celebrity fragrance market is becoming pretty crowded, I don't think that bothers someone like Paris Hilton, since nothing seems to bother her.

I also have to wonder if people are buying these scents to smell like the luminaries they're named after...or to be like them. It's probably both. However, perfumes and colognes are one of the best examples of aspirational brands.

Donald Trump fragranceThese days, I think people are fascinated by Paris Hilton and whatever brand she associates herself with. But will guys buy a scent that is named after a female sex symbol? You bet they will. Wearing a Paris Hilton scent trumps the (cologne). My guess is that the Paris Hilton brand name will be worth 5 share points in the fragrance and cologne markets.

I prefer the new Yardley creation “”, a fragrance for both men and women. A scent with a name like that tells you exactly what you are getting: a scent to wear out for a good time.

To read more about celebrity fragrances, check out what Robin K has to say in her blog about perfumes, "".

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Posted by William Lozito at March 2, 2006 12:50 PM
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Paris Hilton just launched a new fragrance named “Heiress” and the blogosphere has been very vocal about it. Check out the comments on Haute Gossip's blog for some creative names people are suggesting the new fragrance should really be called. Afte... [Read More]

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