Pure Beauty

Why celebrity fragrances need to move on from Y2K nostalgia

Published: 11-Dec-2023

From Beyoncé to Victoria Beckham and Millie Bobby Brown, Tori Crowther explores why new celebrity perfumes need to go beyond nostalgia to prove they're long-lasting

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In the 2000s, celebrities ruled the roost when it came to influence. They could convince us (with very little effort required) to buy just about anything of theirs, including their latest perfume. The infatuation ran deep. We wanted to be and do everything they did.

We wanted to smell like our favourite celebrity because, of course, these celebrities are wearing their own fragrances everyday, right? 

But, suddenly, consumers didn’t want to smell like anyone else anymore — not even

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