British Vision Issue 86, 解读香水品牌背后的名人效应（在线收听）

homework:
Is going to be a credit count Christmas this year, but as one /the market that’s thriving perfume. You’ve just seen a ad in the break, is the rich and famous already get up your nose? This Christmas they’ll fill your senses as the perfume business sold itself celebrity endorsement. / sound the truth.
From the cat walk to the frequency counter, but is not just supermodels reaching out /, celebrities wholly water bring on to their fans. And rock chicks doing their, and even Hollywood stars are milking this cash code, there are more than 200 celebrity-endorsed perfumes in the market in Britain. 30 new ones /onto the shelf this year alone, the wildest scent seems to be the new pop chart for celebrities. But it’s really sustainable. Well, is drop at her product, and well, did everyone even remember/, yes, the son of football or /the toilet. The perfume industry now worth at 735 million
And retail analysts say a major driving force behind this are the famous faces on the brands. For freedom companies, it’s a very very easy way to kind of pick back to the celebrity into the market. It’s a much cheap way than spending millions millions of pounds start in from the scratch, which then you have no guarantees it’ll succeed. With the celebrity, you can just borrow the celebrity’s name; you have a target what it is anyway. ‘cause the fan base will the first buyers, the first maybes. So you can guarantee sales almost instantly, and you know, whether it’ll succeed or not, it’s kind of irrelevant. If it does, then great, if doesn’t, then move on the next one.
The perfume that is heading for the Christmas No 1 spot is the self-title Christina Aguilera. Katie Price stunning comes in a second, also self-titled is Kate Moss’s perfume at No 3, and Kylie Minogue sweet darling comes in at 4, and last Sean John, AKAP/ unforgivable for woman. Got the poster, wore the T-shirt, read the biography, it’s not enough though, to get close to the idols, people need their scent, or at least scent at the marketing.
I just think celebrity culture is wising, you know, the matter of celebrity publications will be fascinated by what Britney Spear do in LA, you know, who’s got pregnant, who’s got married, who’s having a fair. What clothes people are wearing. Also what frequencies they’re wearing. You know, we’re all completely fascinated by celebrity gossips, so it’s just another idol into celebrity running isdential.
Jade Goodie is a classic example how image can affect sales. Her perfume is taken shelves after the big brother bases role. Well, the Bollywood actress / launched her S2 in June. But Jade is now overtaken shopper in a scent sticks. Apparently forgiven by the public
So who is buying these star-endorsed frequencies?
I think people buying this celebrity frequencies are not practically serving when it comes to frequencies themselves, I think we are talking very much the mathematical not the unfistigeted buyer. I think we’re talking currently coronations well than comfortable.
But the scent actually match the celebrity, we put some samples to the tests. Which one, is the one, / perfume, and ok,this one, Jade Goodie, and this one, Christina Aguilera. Ok, you’re right with No2, No2 was Jade Goody, but you swamp No3 and No1 was actually Christina Aguilera. No3 was /, yes, it was. but not bad, 1 in 3.
These are certainly not the same perfume, are they?. this one quick good ,Ok , I’m gonna test you. I say that’s /, that’s Christina Aguilera. And that’s Jade Goodie. You’re right with/, but just part of it. You’ve mixed /and Christina Aguilera.
With so many celebrity frequencies on the market, we wanted to know which one was the retailer specialists to buy. I’ll choose Sean John, it’s given for man, on the basis that I’ve got no real choice, and smell a lot than / pretty bad. But on the basis that it’s partly at least awful. And that’s for a man with a nose on the business. It seems that some people have more money than scents.
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