Celebrity fragrances have a shady reputation. It began out quite nicely. When Jennifer Lopez’s Glow debuted in 2004, it shocked the industry and provided fans with an extremely intimate method to engage with the singer. The smell, a crowd-pleasing white flower with subtle citrus overtones, shattered sales records, and the affordable price point meant that adolescents could own their scent for less than £20.
But then it got on, and every celebrity and their cat (literally) came on board. Katy Perry’s Purr and Meow scents were inspired by her feline, Kitty Purry. Boots’ shelves became clogged with pleasant, identikit, cheap-smelling concoctions that we doubt had anything to do with their celeb ambassadors.
In 2017, Rihanna revolutionized the game. The debut of Fenty Beauty revitalized the industry, rewrote the norms, and re-defined what we expect from a new generation of celebrity beauty. In particular, inclusion, but also engagement. As multi-hyphenate brand owners, we want the celebrities with whom we collaborate to make choices, hold board meetings, and create goods that they truly, sincerely love and use before letting us in on the secret. That’s why we’re eager for Rihanna’s first Fenty Perfume to make its way to the UK from the United States, where it debuted on August 10th. The perfume was designed to be unisex, and the feedback thus far has been that it is surprising.
Britney is back, and her scent is making a big comeback as well. Fans are putting their money where their mouth is and demonstrating their support by selecting a signature spritz. In addition, it has some of Brit’s favourite scents: whipped crème coffee, dulce de leche, and amber for a silky sweet gourmand.