Ronan Keating capitalises on celebrity fragrance trend
fragrance range - putting further emphasis on the growing demand
for grooming products endorsed by male figures in the public eye.
The fragrance range, which also includes a female fragrance, is being launched in time for Valentines Day to target the lucrative gift shopper with all proceeds going to the Marie Keating Foundation - the charity set up by Keating in memory of his late mother who died of cancer in 1998.
The range consists of a female fragrance, Hope By Ronan, which is based upon musk and amber scents and a male scent, Believe by Ronan, based on Sicilian Lemon, Lavender and Clary Sage smells.
Both will retail from between £22- £24 (€33-€36) with a complimentary body lotion in the female fragrance and a shower gel for the male.
However, it is the male fragrance which is significant on the male grooming market at present, highlighting the fact that more and more cosmetic and fragrance manufacturers incorporate male celebrity figures into advertising campaigns and sponsorship deals.
The Eau de Cologne hits the male grooming market at a time when male celebrities, such as Clive Owen, are realising the lucrative opportunities involved in putting their name to fragrance and personal care ranges.
Owen has put his name to a male fragrance and skin care line being launched by beauty giant, Lancôme. His face will be used to promote the new fragrance Hypnôse, as well as the company's new skin care range.
Similarly David Beckham has created his own fragrance line with UK manufacturers Coty called Intimately His as part of the Intimately Yours range created by both David and Victoria Beckham, that also includes a female perfume, Intimately Hers.
Market researchers, NPD Group says that sales of Celebrity fragrances now represent nine per cent of the top 100 women's fragrances and generated about $150 (€300) million in 2005, three times what they generated in 2000.
However, the number of male sponsorships has traditionally paled when compared to female star sponsorship of products.
Traditionally this has been the domain of female celebrities, with a whole host of fragrances emerging from Hollywood starlets including Jessica Simpson, Jennifer Lopez, Britney Spears and Paris Hilton.
However, with the current rise of male stars capitalising on the trend, it may only be a matter of time before they start to compete with the females in the bid to take top spot in fragrance sales.
