A rolling Coty gathers Moss.
Wednesday, February 21st, 2007If Coty didn’t already have its plate full of celebrities, it signed up Kate Moss, the glamorous and notorious model whose career has been on both the fashion and scandal pages.
It was not a good year in 2006 for celebrity scents in department stores after a large run-up since 2002. The department store business model, which leads manufacturers to rent counter space for a couple of months, fell on its nose.
In Friday’s Feb. 16’s WWD, it noted NPD results that showed celebrity scents declining 17 percent in 2006. The problem with this number is that marketers shipped enough merchandise to reflect a 25 percent increase.
Compounding problems for celebrity scents were their poor performance at mass as well. This glut of merchandise will take time to work off, and there is always the problem of what to do with new scents. Also, some retailers have not decided if they want to stay in the category.