Pop Star Fragrance
Surprise! Surprise! We may get a Madonna fragrance. And more surprise, this time it is not only Madonna Tribe reporting the news – something we’ve been talking about for quite a while, without being taken so seriously by the fans, to be completely honest.
This time it is the business and financial news of Women’s Wear Daily to get back on the subject, investigating about how much marketing a Madonna-branded fragrance as part of a mega deal with Live Nation, Inc. could be worth.
“After 20 years of flirtation, is the beauty industry finally ready for a Madonna fragrance? And how much would it be worth?”, WWD.com asks.
“In the wake of reports of a $120 million deal the Material Girl is said to have inked with Live Nation, the long-talked-about possibility of a Madonna fragrance may become a reality: Live Nation would be gaining the right to license the singer’s name for merchandising projects, which could include fragrance.”
In their article, WWD.com collect experts’ comments, analysis, and compares brands and products that recently hit the market.
“When something is done, it’ll be absolutely phenomenal and one of those rare occurrences that will turn the industry on its ear,” Théo Spilka at Firmenich – who compares it with Giorgio Beverly Hills and Calvin Klein’s CK One, which were standout fragrances during the Eighties and Nineties, respectively – is quoted as saying.
Betsy Olum at Sephora tells WWD that “there has been so much speculation over the years that Madonna would come out with a fragrance – she is such an inspiration, and I would inevitably buy her fragrance – however, it would really need a revolutionary new angle to it. If anyone can do this, she can. Madonna is the master of reinvention. The fragrance could help the celebrity fragrance industry in that respect.”
“What Picasso was to artistry, Madonna is to the entertainment industry,” industry consultant Joe Spellman tells the mag. “But every time she goes to the altar, the suits say, ‘maybe she’s too young, maybe she’s too old, maybe she’s too out there.’ This has been going on for 20 years.” But with a deal like the one reported with Live Nation, Madonna could be packaged in a far more palatable way for the industry, he concluded.
Check out the full article on WWD.com by clicking here.