Celebrity fragrance deals aren’t the money spinners they once were.
But famous faces entering the perfume business have a long way to go to catch the titans of the genre – Elizabeth Taylor and Britney Spears, both of whom sailed past the US$1 billion revenue milestone some years ago, and Celine Dion, who has racked up sales of more than US$870 million for her signature scents.
If there is anyone who can give these long-running franchises a run for their money it’s Dolly Parton, the most honoured female country singer of all time. The American icon has signed a longterm deal with Edge Beauty, whose portfolio includes fragrances from Cher, Scent-Organix and The Phluid Project, the world’s first gender-free store.
The first collection will debut in the US in the first quarter of next year and will be available through multiple distribution outlets, including TV shopping channels, drugstores and speciality retail chains.
Parton has an extremely diverse fan base of all ages from tried-and-true country aficionados to inner city Goths.
Over her 40+ year career she has constantly re-invented herself and is more popular today than ever. A noted philanthropist, she recently donated US$1 million to coronavirus research.
Parton is very popular in Australia. Her 2020 national tour was postponed because of the Covid-19 crisis and the debut of her 9 to 5: The Musical, also slated for this year, is still on the cards for Sydney and Melbourne when theatre-going resumes next year.
Launching a celebrity fragrance during a tour of Australia is a popular marketing strategy. Coty did the honours for Beyonce, Lady Gaga and Katy Perry when they toured the country to name three recent examples.
Fragrance has always played a major role in my life, says Parton. “I am so excited to share this dream with my fans. Developing my own brand and scent with Edge Beauty has been an amazing experience, and I am looking forward to becoming a big part of the fragrance community.”