“Share the Fantasy...” - Perfume advertisements depend on the illusion reinforced by celebrity endorsements

The perfume industry is one of the biggest industries in the world at present, because of this fact, there is a lot of money to be made in their sector. Scents are difficult to sell, as one cannot see a smell. Therefore, in order to successfully sell a smell, one must attach a meaning to a scent. The most effect way of doing this, has been through the use of celebrity endorsements. Most modern fragrance advertisements feature celebrities. It has become a phenomenon which has lead to the creation of another type of fragrance, celebrity fragrances and has now been used in the sale of male fragrances also.

This thesis investigates why celebrity endorsements are effective in the selling of designer perfumes. It looks at the illusions which are created by these advertisements and examines the recent trend in the use of Hollywood directors and Hollywood stars in fragrance advertising. Celebrity perfumes are another field which have seen an renaissance in recent years and have become another money making trend, with many celebrities having their own signature fragrance. This thesis looks at these celebrity fragrance in relation to designer fragrances. It also looks on the growing sector that is male fragrances and how they are marketed in contrast to female fragrances.