Celebrity focus
Along with the celebrity endorsements there was also a host of celebrity scents being introduced to the market targeting younger consumers.
These new entries entries included Justin Bieber – The Key, Nicki Minaj - Minajesty, and Taylor by Taylor Swift (all Elizabeth Arden), Katy Perry – Killer Queen (Coty), and Rogue by Rihanna (Parlux). British boy band One Direction launched their debut scent called Our Moment from newcomer Eden Parfums.
