After months of speculation about a possible deal between fashion model Kate Moss and powerhouse beauty brand, Coty, today it was confirmed that Moss has indeed signed a long term contract to create a house of fragrances under her name. The fragrance line itself has yet to be named, but the fragrance concept is said to be a smokey rose and black undertones with a vintage English feel.
This comes at a time when celebrity fragrances have inundated the market and caused over saturation to the point of declining sales. With so many celebrity fragrances amid designer fragrance launches, retail shelves can only hold so much, making retailers pick and choose which brands will grace their stores.
While celebrity fragrances duke it out, classic and designer scents are beginning to make a comeback according to WWD. Celebrities come and go, and while JLo has proven staying power, can you imagine wearing her scent 30 years from now? It is classics like Chanel and Elizabeth Arden that have the track record of being “in” no matter which celebrity is all the rage at the time.
However, an anonymous retailer in WWD’s article noted that Coty has remained successful because they keep coming out with newness. Kate Moss has been a fashion icon for some time and has weathered controversy and come back out on top. She has brought success to Coty’s cosmetics line, Rimmel, which boasts $400 million in sales globally. Will a fragrance from Kate Moss be any different than a fragrance from musicians such as Gwen Stephani, Christina Aguilera and Britney Spears? I think it will since we associate beauty and fashion with Kate Moss, and since fragrance falls under those categories, I think the buzz and success around a fragrance line under her name may have longer staying power than that of other celebrities.
