Add another celebrity to the mix in the fragrance industry. Christina Aguilera has signed a long–term deal with Proctor and Gamble Prestige Products to create a fragrance line in her name. Aguilera, a Grammy winner and popular singer-songwriter, P&G feels Aguilera targets a demographic they are looking to market to according to Women’s Wear Daily.
Aguilera’s deal comes on the heels of many other recent announcements of celebrities launching fragrance lines such as Gwen Stephani, Kylie Minogue and reportedly Kate Moss. There were 37 celebrity-endorsed scents over the last few years and the trend continues to surge. P&G says that they signed with Aguilera not to keep up with the trend, but because they wanted to reach a demographic and that the loyal fan base of Aguilera that is part of that demographic.
In a previous post I mentioned the surge in celebrity fragrances, but I have to wonder if soon the market will see an over saturation of it. While Jennifer Lopez has show staying power with her fragrance, will the over abundance of celebrity fragrances dilute the success of each new celebrity brand that makes it onto the shelves?
What do you think?
