Justin Bieber named Fragrance Celebrity of the Year
Pop stars Beyonce, Christina Aguilera, Justin Bieber and Fergie will battle it out for the top prize at a prestigious fragrance awards ceremony on May 12.
But it will be a good night for Bieber whether the 18 year old wins the top honour or not – he’s set to receive the 2012 Elizabeth Taylor Fragrance Celebrity of the Year Award, which celebrates stars for their ongoing successes in the industry.
The thrilled pop sensation, who donates the proceeds from his perfume to charity, says, “I am honoured to be named Elizabeth Taylor Fragrance Celebrity of the Year. It means a lot to me that my fans and The Fragrance Foundation support all my accomplishments.
You can’t underestimate the power of the Bieliebers.
When Justin Bieber brought his fragrance, Someday, to Macy’s, the mob scene quickly became the stuff of legend—but it turns out the fans weren't just there for screams: they ponied up the cash. His perfume destroyed the previous record for celebrity fragrance sales, bringing in over $3 million, and going on to sell somewhere in the range of $120 million in 2012.
To witness the odd power of celebrities at the fragrance counter, look no further than two of today's top women's perfume stars: One is a teenage boy. The other, deceased.
Justin Bieber's women's perfume Someday is one of the top sellers in department and specialty stores, and White Diamonds, the scent launched 20 years ago by the late Elizabeth Taylor, tops in big box stores.
But for every Bieber, there seems like there's an A-lister who fails to garner buzz when it comes to fragrance. Jennifer Aniston, anyone?
The most successful celebrities to splash their name across a fragrance bottle speak typically to a niche audience, often one that's an older or younger consumer.
''The ones that do well have a strong following with a strong core audience,'' explains Karen Grant, beauty industry analyst at market research firm The NPD Group. ''Liz Taylor has almost a cult following, and Bieber is the same thing. He's all about tweens and the moms getting it for the tweens.''
Bieber was a bona fide hit and briefly bumped perennial favourite fragrances Chanel No. 5 and Coco Mademoiselle out of the top sales spots last year. Later this month he'll be honoured with the Elizabeth Taylor Fragrance Celebrity award from the Fragrance Foundation. With Taylor Swift and her perfume Wonderstruck, the two young stars revitalised the celebrity fragrance business, up an astounding 57 percent.