March 2, 2006
Product Naming: Paris Hilton Smells "Hot"
Hers are more in a long line of fragrances bearing celebrity names, 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.
These 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 Donald (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 “Crazy Moments”, 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, "Now Smell This".
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Tracked on November 14, 2006 11:20 AM