P&G to launch Christina Aguilera fragrance

By

Singer Christina Aguilera is launching into the celebrity fragrance market after signing a licensing deal with personal care company Procter & Gamble (P&G). It is due to be launched towards the end of this year.

The deal is part of an aggressive growth strategy for P&G’s Prestige Products division. It is understood to be its first deal with a celebrity.

There has been a surge in celebrities launching own-label fragrance lines, with singers Kylie Minogue and Gwen Stefani both securing global licensing agreements with Reckitt Benckiser-owned fragrance giant Coty last year.

P&G Prestige Products was formed in 2005 following the merger of Cosmopolitan Cosmetics, previously a division of Wella Group, with P&G’s existing worldwide fragrance business.

The fine fragrance business unit, which is based in Geneva and forms part of P&G Beauty, owns or holds licenses for leading fragrance brands such as Hugo Boss, Lacoste, Gucci, Escada and Dolce & Gabbana.

Recommended

Ofcom overhauls rules on restricted radio licensing

Marketing Week

Ofcom has overhauled the way it regulates radio restricted service licences (RSLs), extending their scope to conferences, non-sporting events and theme parks. Football clubs and cricket grounds will also be able to offer commentary at stadia without having to reapply for licences for every event. The media regulator has made the changes following a consultation […]

Bandai rolls out Ben 10 range

Marketing Week

Toy manufacturer Bandai is to roll out a new range of toys based on Cartoon Network series Ben 10 this month. The carton centres around Ben Tennyson, a 10-year-old boy who discovers an alien watch in a crashed meteorite, which allows him to morph into alien superheroes – each with unique powers and abilities. Bandai […]

Latest from Marketing Week