Why Mariah Carey’s New Candy-Scented Fragrances W -

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“Celebrity fragrance has the highest margins of any celebrity branded consumer product and they get paid an upfront of between $2 million and $5 million. If the fragrance sells well it can bring in revenues of $100 million a year, requiring a celebrity to do very little in promotions or marketing.”
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Entertainment, News,[link widoczny dla zalogowanych], The Business Why Mariah Carey’s New Candy-Scented Fragrances Will Make Her Even Richer By Leah Chernikoff Wednesday, Jun 23, 2010 / 5:30 PM GMT -5
“Hopefully it will be a more sophisticated interpretation of bubble gum,” says Candace Corlett, President of WSL Strategic Retail. “But I’m sure it will make people open the bottle to smell it just to see.”
So it’s no surprise, following news that Mariah Carey dropped out of Tyler Perry’s For Colored Girls Who Have Considered Suicide When the Rainbow Is Enuf, that she’s looking to boost her biz with a new trio of fragrances called Lollipop Bling. (Yes,[link widoczny dla zalogowanych], that is really the name.)
But if you’re not a tween,[link widoczny dla zalogowanych], would you wear it?
“It means she needs an infusion of cash,[link widoczny dla zalogowanych],” says Jo Piazza,[link widoczny dla zalogowanych], who writes the Celebenomics column for AOL’s PopEater.
Could Mimi be more biz-savvy than we give her credit for? Maybe “Lollipop Bling” is a bit of marketing genius.
“The inspiration for Lollipop Bling was Nick’s marriage proposal to me…He first surprised me with a Ring Pop,” Carey says in a release.
For Carey’s latest set of fragrances (she’s already got M by Mariah Carey,[link widoczny dla zalogowanych], M by Mariah Carey Gold,[link widoczny dla zalogowanych], Luscious Pink, and Forever),[link widoczny dla zalogowanych], Elizabeth Arden, the company that holds Carey’s fragrance license,[link widoczny dla zalogowanych], partnered with Bazooka Candy Brands, a division of Topps Company,[link widoczny dla zalogowanych], Inc. which also makes Ring Pops.
Mimi’s always been a kid at heart (you’ll recall her fondness for all things Hello Kitty), so it follows that she’d relish a Ring Pop proposal. But perfume that smells like candy?
Launching a fragrance is easy money for celebrities with the right star power.
“In recent years, fragrances with novelty and fun packaging like Gwen Stefani’s Harujuku Lovers have been a big hit. As celebrity fragrances also tend to appeal more to a younger consumer, the affiliation with Topps Candy could,[link widoczny dla zalogowanych], potentially,[link widoczny dla zalogowanych], be a way to capitalize on the trend of a fun fragrance option,[link widoczny dla zalogowanych],” says Grant.
Elizabeth Arden is planning on marketing the scents–Honey, Mine Again and Ribbon–using gumball machine gift sets and a lollipop rollerball fragrance set starting this Fall. (The scents sans gimmicky packaging are $35 a pop (pun intended),[link widoczny dla zalogowanych], and will be available at department stores nationwide in July 2010.)
It’s a smart move, says Grant.
“With a celebrity like Mariah Carey,[link widoczny dla zalogowanych], a fragrance can be a winning option,[link widoczny dla zalogowanych],” says Karen Grant, vice president and global industry analyst, The NPD Group. “Based on NPD’s Celebrity Influence study,[link widoczny dla zalogowanych],[link widoczny dla zalogowanych], she is ranked in the top 25 in terms of awareness among those age 13 and up, and among the top 20 that they see endorsing a fragrance.”

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