Fragrance is stuck in a never-ending loop that keeps shoppers in line
with the status quo, according to a new report from management
consultancy A.T. Kearney. Four of the top five women’s fragrances have
remained entrenched for half a decade despite constant efforts to unseat
them. Last year alone, fragrance makers launched more than 100 new
brands and label extensions, backed by hefty marketing budgets. An
estimated $800 million is spent on fragrance marketing each year,
according to the firm, from television commercials to billboards to
in-store samples and magazine ads.
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Top sellers include Dolce & Gabbana’s Light Blue, along with three
Chanel scents: Coco Mademoiselle, Chance Eau Tendre, and No. 5. The
newcomer is Daisy, a scent from Marc Jacobs that first hit shelves in
2007. Prestige fragrances in the U.S. represent a $4 billion market,
according to data from NPD Group.
http://www.bloomberg.com/news/articles/2016-07-20/perfume-makers-spend-800-million-on-ads-that-apparently-stink
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