Kylie out-sells Beckhams in Fragrance war

By Louise Prance

- Last updated on GMT

Sales of Kylie Minogue's fragrance range, Darling, are said to be
trouncing other celebrity endorsed fragrances in sales figures in
the UK, according to a chart by health and beauty retailer
Superdrug.

Minogue's fragrance has come in top, followed by Victoria Beckham's scent, Intimately Her, Jade Goody's Shhh, with David Beckham's Intimately His fragrance for men coming in fourth.

The figures confirm the continued prevalence that celebrity endorsed products have within the fragrance industry and look set to encourage more partnerships to emerge between fragrance houses and celebrities in order to capitalize on the trend. The trend is also likely to see retailers further encouraged to market celebrity endorsed products due to the consumer demand.

A spokesperson for the Superdrug reiterated this telling CosmeticsDesign​ that 'some of the new fragrance launches for 2007 will be backed by celebrities'. However, they also said that the company looks at all new launches and decides whether to stock them on the products individual merits.

Gwen Stefani has recently joined the craze and announced the merge with leading fragrance manufacturer Coty to create a fragrance range that will be based on her characteristically eclectic sense of fashion.

These partnerships are extremely beneficial for the fragrance manufacturer; Coty looks set to further consolidate its position as market leader in Europe, and the US market with the announcement of the Gwen Stefani fragrance range.

Market researchers, NPD, say that sales of Celebrity fragrances now represent nine per cent of the top 100 women's fragrances and generated about $150 million in 2005, three times the figure for 2000.

Superdrug has stated they will sell 2.5 million bottles of fine fragrance over the 2006 Christmas period.

However, many stars are now branching out of the fragrance arena and are targeting the skin care market. Stella McCartney and Jackie Chan have both recently launched skin care lines, alongside talks of supermodel Kate Moss launching her own beauty range and Paris Hilton creating a new cosmetics range.

Songstress Rihanna has recently joined the craze and has been announced as the new celebrity face of Cover Girl, appearing in numerous advertisements for the brand, which will launch in the summer of 2007, following the likes of Queen Latifah and Brandy.

Superdrug, has recently targeted the booming online cosmetics market with the launch of its new website, Superdrug Online. The store sells all of the company's best selling brands, such as Gosh, MeMeMe, Rimmel and Revlon.

Related topics: Market Trends, Skin Care, Fragrance

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