No matter how bad the economy is, celebrity brands or the companies that use the celebrity to gain profit drive the industry. Celebrity helps to promote the products to the consumer because of their instantly recognizable image which gives consumer strong direct impact. Once customer sees familiar face on the package, they can’t think carefully bad just grab it. In addition, using the celebrity who is constantlyfile:///Users/student/Desktop/5184536538_217a96ab33.jpg shown in the public, the products can also be modern and edgy or classic and timeless, depending on the public image of the celebrity. However, there is downside of using the celebrity. The negative image of the public figure can directly impact the sales of the products. Who wants to wear the fragrance whose maker is racist or having the bankruptcy? The last and the biggest negative side of the celebrity brand is it cheapens the image of the fragrance since they rather focus on the marketing than the quality and are targeted at a young buyer. For those reasons, the public became invisible to separate between the celebrity brand and the scents gift in its own. I personally think that everybody should have at least one fragrance created buy professional perfumers that would fits to whatever mood, style and age.
Sources
http://desvestirmedia.com/1345/fotos-Foto-0-original-de-rihanna-fragrance-laazd3031/
http://www.popcrunch.com/shakira-perfume/
http://www.colinusher.co.uk/2008/04/usher-fragrance-what.html
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