TOP 3 NEW CELEBRITY PERFUMES TO WATCH FOR IN 2024

TOP 3 NEW CELEBRITY PERFUMES TO WATCH FOR IN 2024

Iconic brands like Chanel, Dior and Tom Ford are known for their timeless perfumes. Despite it being a highly saturated market, a flurry of new celebrity perfumes are entering the glittering world of perfumes. Karl Winters, a leading private label perfume manufacturer, reviews the top 3 celebrity perfumes to watch for in 2024.

Celebrity Perfumes
in the 90s

Celebrity Perfumes
in the 90s

A perfume business can be very profitable, but it does not come without challenges. In the 1990s, fragrance companies employed savvy marketing tactics by collaborating with famous celebrities like Paris Hilton, Britney Spears and Jennifer Lopez. They launched fragrance lines that saw they their sales soar to new highs. Infact, Elizabeth Taylor fragrances like Passion and White Diamonds exceeded all expectations, with experts suggesting that the American actress earned more from fragrance sales than “her entire acting career.”

“They launched fragrance lines that saw they their sales soar to new highs.”

A Change In Market Sentiments

The Aura of the Cheap Money Grab Is Over

Changing market sentiments put an end to the mass-produced celebrity perfumes of the 2000s. This market evolution was driven by Gen z shoppers who value transparency, inclusivity and authenticity. Compared to prior generations, Gen z have become alot savvier as to why companies and celebrities do certain things. The aura of the “cheap money grab” is over. Prioritizing quality over quantity, this new genre of shoppers are forcing brands to innovate and produce higher quality perfumes that stand out from the rest.

High Quality, Premium Fragrances

Considering that Gen Z are well-informed, it’s not surprising that their shopping habits have re-shaped retail. From personal care to perfumes, the market is gravitating towards individuality and premiumization. Armed with knowledge from digital platforms such as Youtube and Tiktok, shoppers are walking into department stores knowing what fragrances they want. A high-quality perfume should have the complexity, richness and longevity when tested from the bottle. Celebrity perfumes leveraging the premiumization factor can expect higher adoption rates.

Expertise of Perfumers

A sophisticated olfactory experience requires the expertise of a highly qualified perfumer. Trained in the chemistry and art of fragrance creation, perfumers are admired for their innovative approaches and access to high quality, responsibly sourced ingredients. Uninhibited by budget constraints, the perfumer pursues a highly personalized approach to signature fragrance creation. The result is a nuanced olfactive experience with a special scent story – one that appeals to a brand’s audience.

Exclusivity Comes
at a Premium

There has been a flurry of new brands launching perfumes priced at the more expensive end of the market. When smaller niche brands have limited distribution, they become more attractive targets for fragrance enthusiasts. The combination of a more unique, daring perfume formula designed by a highly prized perfumer makes for an appealing experience. Whether its “clean, natural fragrances” or rare ingredients like frankincense or sandalwood, audiences are willing to pay a premium for that “exclusivity factor”.

Celebrity Influence on Social Media Platforms

The transition from conventional to digital marketing has been unprecedented. Social media platforms like Instagram and TikTok have enabled celebrities to build a strong loyal base of followers that has no geographic limitations. With millions of highly engaged followers, celebrities like Rihanna and Kim Kardashian are more likely to influence the brand narrative. This direct line of communication is key to success for any celebrity perfume launch.

TOP 3 CELEBRITY PERFUMES IN 2024

The party of the 90’s where celebrities associated their names with mass market fragrances has all but come to an end. With today’s unexpected market shifts, Circana, a leading market research company, reported that fragrance has become the fastest growing prestige beauty category, growing 12% compared to 2023.

A wave of celebrities recognize the value of digital marketing and are hiring experts to develop the brand’s strategy. Understanding that success requires a balance of expertise, innovation, and risk management, the “wiser” celebrities are entering the magical world of perfumery.

Orebella Perfumes – Bella Hadid

PHOTO COURTESY OF OREBELLA
Supermodel Bella Hadid created Orebella as a beauty brand for the launch for her first perfume collection, “Reveal Your Alchemy.” On May 2, 2024, Bella announced to her 61 million followers on Instagram that the perfumes were available on orebella.com. Each of the 3 scents were inspired by Hadid’s childhood memories and were produced by fragrance houses Firmenich and Robertet. The alcohol-free perfumes include essential oils that are housed in beautiful crystalline shaped bottles. The 100 ML bottle is priced at $100 USD:
  • Blooming Fire – Tahitian monoi flower, patchouli, and bergamot
  • Salted Muse – Sea salt, pink pepper, lavender, and amber
  • Windowsoul – rose, jasmine, lemon and tonka bean

Pleasing Perfumes – Harry Styles

PHOTO COURTESY OF PLEASING
Since his early days in the boy band One Direction, Harry Styles has become a musical celebrity and fashion icon. With an incredible 50 million followers on Instagram, Styles launched his beauty brand Pleasing as an outlet for his artistic expression. Though Styles is not personally involved in the business, the creative team work tirelessly to deliver products that are aligned with the brand’s vision.

In November 2021, a collection of four nail polish colors were launched on pleasing.com. It completely sold out. The success was followed by skincare, apparel, and in November 2023, a collection of 3 perfumes. Tapping into the expertise of perfumer Jerome Epinette and fragrance house Robertet, Pleasing delivers a high quality, beautifully designed perfume collection  priced at $192 for 100 ml bottle.

  • Bright, Hot – Plum, tobacco, cedarwood, tonka, amber.
  • Closeness – Pink pepper, carrot seed, woods, musk
  • Rivulets – Lemon, black pepper, white linen, musk.

Victoria Beckham Perfumes

PHOTO COURTESY OF VICTORIA BECKHAM BEAUTY
The former Spice Girl turned celebrity is no stranger to the world of beauty. Under a licensing agreement with Coty in 2006, she worked with partner David Beckham, to launch Intimately Beckham. The success of her first perfume venture paved the way for additional  launches in beauty and fashion design.

Accessing a highly engaged and loyal audience, she launched Victoria Beckham Beauty in September 2019. A believer in premium products, Victoria took the time to tweak her fragrance formulas with the help of expert perfumer Jerome Epinette. The perfumer sourced the finest ingredients designed to capture those special moments with her partner, David Beckham. In November 2023, a sophisticated collection of genderless perfumes in colorful vintage bottles and clean white packaging was launched, priced at $270 for 100 ml.

  • Portolfino ’97 – Calabrian bergamot, black pepper, amber, incense, vetiver, patchouli
  • San Ysidro Drive – Passion fruit, saffron, rose, jasmine, amber, oud
  • Suite 302 – Back cherry, red pepper, violet, rose, tobacco, leather

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