Oversaturated celebrity fragrance market faces decline

The global celebrity fragrance market is facing serious decline as it becomes oversaturated with products following a raft of new licensing deals, according to research by Euromonitor International.

Mass fragrance sales in the UK are expected to decline by £18.1m or 13% by 2011, despite overall growth in the fragrance category set to increase by 10% to £78.6m over the period.

The report – The World Market for Cosmetics and Toiletries – also shows an expected decline in mass fragrances in the US, where celebrity perfumes have previously driven growth in the category, with sales likely to drop 25% over the period.

According to the research, the problem is being driven by the launch of a large number of products that have “inundated” the market in recent year leading to overcrowding.

A Euromonitor International senior industry analyst says: “With so many new releases, manufacturers are running the risk that consumers will become increasingly confused and frustrated by the never-ending choice.”

Coty, the Reckitt Benckiser-owned fragrance and beauty company, recently signed deals with British model Kate Moss and singer Gwen Stefani to develop branded fragrances on behalf of the celebrities while rival Procter & Gamble has signed a partnership with Christina Aguilera.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here