Ariana Grande and the celebrity fragrance business

02-Jan-2018 - Last updated on 02-Jan-2018 at 20:05 GMT

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Influencer and celebrity brands aren’t what they used to be, and recording artist Ariana Grande’s fragrance partnership with LUXE Brands is a case in point. Late last year the franchise passed the $150 million retail sales milestone.

Brands like Rihanna’s Fenty beauty, which are led by celebrity entrepreneurs rather than spokespeople, and like Huda Beauty, which have evolved as organic extensions of an influencer’s business, are setting new precedents for cosmetics, personal care, and fragrance brands fronted by stars.

Historically such brands were seen more as fun marketing ventures and less as serious competition—though there have been exceptions, like the fragrance collection Elizabeth Taylor created in partnership with Elizabeth Arden.

Famous fragrances

Ariana Grande’s fragrance line includes the scents Moonlight, Sweet Like Candy, and the signature fragrance known as Ari by Ariana Grande. These are sold at Ulta Beauty, Shoppers Drug Mart, and similar retailers worldwide.

Now, the team behind the franchise is celebrating the brand’s quick progression to achieving over $150m in retail sales in 2-years’ time. “The undisputed success of Ariana's fragrance portfolio is a testament to her authentic connection with her fans and to her evolution from artist to megastar and role model,” believes Grande’s manager Scooter Braun.

In the same media release Joel B. Ronkin, LUXE Brands CEO, explains that “The Ariana Grande fragrance business continues to defy the trajectory of celebrity fragrances. With Ariana's undeniable status as an international superstar, the success of the Ariana Grande fragrance portfolio is certain to continue to reach new heights.”

Quality branding

Certain popular stars—certainly Grande—have managed to become both celebrities and influencers. Grande’s Instagram followers number over 115 million and she has accumulated more than 2 billion YouTube views. But popularity alone doesn’t sell. “The performance of Grande's franchise is attributed to her star power and connection with her fans, high quality, commercial fragrances, comprehensive 360-degree marketing campaigns, iconic packaging design and innovative digital activations, all of which speak directly to Grande's fan base,” according to the release.