Celebrity endorsement looses its influence in fragrance purchasing decisions

Published: 5-Jan-2012

Consumers more influenced by trial and sampling


In-store trials and sampling are more influential than celebrity endorsement when it comes to choosing a fragrance, according to a survey by Total Beauty.

The study found that the influence of celebrity-endorsed scents is waning with US consumers, with 59% of respondents citing scent samples and in-store trials were the most influential factors in their buying decsions, with consumers reluctant to admit to the influence of celebrity assocation.

Furthermore, the study found that women consistently view fragrance as a luxury that they are willing to pay for despite the uncertain economy. It found that 40% of women in the lowest income bracket (under $25,000 per year) have spent upwards of $150 on fragrance in the last 12 months.

“Women are simply willing to pay for scent, regardless of the economy,” commented Ethelbert Williams, head of marketing, Total Beauty Media Group.

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