bluray a écrit :Il y a encore des entreprises qui sont capables de lacher 2.5 millions de dollars rien que pour s'allouer l'image d'une star du passé pour un parfum.
Plutôt hasardeux comme investissement.
Presque tous les parfums de stars sont des bides. Même MJ à la grande époque s'est pris une gamelle avec ça.
Faut croire que non. Les parfums de stars représentent 7% du marché selon l'article ci-dessous.
Et visiblement l'entreprise qui a suivi Prince sur ce parfum a en fait été démarchée par lui (pour cause qu'elle s'appelle "Révélations", et qu'ils commercialisaient un parfum nommé "the truth", et comme il est TJ, ça lui a plu)
Donc c'est une petite boîte et pour la promo ils comptaient sur Prince, à la différence d'une grosse boîte qui aurait eu les moyens de faire la pub et de ne pas trop mal ressentir un investissement raté en cas de faibles ventes.
Prince heads into the 'scent' business
July 8, 2007
Billed as “xquisite” and “xotic,” Prince’s upcoming release is music to the nose.
The pop funkster’s new fragrance, 3121, named after his 2006 album, was to be unveiled Saturday in Minneapolis during an in-store performance at Macy’s, the scent’s exclusive carrier. Seven charities, including City of Hope, Urban Farming and Sheila E’s Elevate Hope Foundation, will receive 7 percent of sales made that day at 3121perfume.com.
When Prince began shopping for a perfumer, he rejected big firms and settled on small Philadelphia-based Revelations.
Prince seldom comments about such ventures, but Revelations CEO Larry Couey doesn’t mind sharing details.
The Jehovah’s Witness convert “was intrigued by our name,” Couey says. He “liked that we had a fragrance called Truth. He said he’d never smelled the truth.”
Prince decreed a purple and gold box, an emerald-cut violet bottle, a vertically stacked logo and no photos of him on the package. And the scent?
“He knew what notes he wanted: a lot of musk, sandalwood and cedar,” Couey says. “We went back and forth, tweaking and adjusting. Once we got it, he loved it. He said, ‘Get me 12 bottles, and keep me in supply.’ ”
Like Prince’s earlier Get Wild fragrance, 3121 is gender-neutral.
“It’s sensual,” Couey says. “It’s unisex, but his fan base is 80 percent female, so it leans toward the feminine.” Prices are $43 to $77 for a gift set.
Why jump on the celebrity fragrance bandwagon with fellow music-makers Britney Spears, Diddy, Carlos Santana, Jennifer Lopez and Beyonci? Making scents makes sense. Star brands accounted for 7 percent of the $2.8 billion consumers in the USA spent on fragrances last year, market research firm NPD Group says.
It’s a coup for Couey, who also produces Stoked, represented by surfer/amputee Bethany Hamilton.
“This puts us on the map,” he says. “And working with Prince is a thrill. He radiates passion.”
Un cador du marketing le gus.
