The damage: Melanie Clulow sniffs out the hidden cost of launching a perfume
Saturday 22 August 1998
Things have changed in 20 years. According to the Chartered Institute of Marketing, about 130 perfumes are launched in the pounds 460 million British market every year and 90 per cent of them flop. Image is the driving force behind sales and buyers are spoiled for choice, with 400 scents on the market at any one time.
Glossy magazine advertising and supermodels don't come cheap, and celebrities expect to be paid to show up at even the most extravagant parties these days. For a 'fine fragrance' with a retail price tag of pounds 40, packaging and promotion alone account for half the cost. And the heavenly amber liquid twinkling in the cut-glass bottle? That's worth about four quid.
Here's what to spend if you can't afford to fail:
Launch party London's Cafe de Paris for 300 guests, pounds 80,000 (assuming 10 canapes per person, fireaters, human statues, a band and all the champagne the glitterati can drink. It's always champagne). Sharon Stone as guest of honour at launch party, pounds 35,000. First-class air fare to bring select overseas journalists to launch week in New York or London, plus hotel costs, pounds 225,000.
Advertising Print and TV ads for a year, pounds 28m.
Cindy Crawford to front ad campaign, pounds 5m. Cindy Crawford's personal hairdresser and make-up artist for 10 promotional appearances per year, pounds 75,000.
Promotion In-store displays; consultants; spritzer ladies; samples, pounds 500,000. Scent strips in 20 glossy magazines, for four months pounds 1.5m.
Total: pounds 35,415,000
Life & Style blogs
Malaysia Airlines flight MH17 crash: 'Nine Britons, 23 Americans and 80 children' feared dead after Boeing passenger jet is 'shot down' near Ukraine-Russia border
Malaysia Airlines MH17 crash: Vladimir Putin is given 'one last chance' to end hostilities in Ukraine
The 'scroungers’ fight back: The welfare claimants battling to alter stereotypes
The truth about conspiracy theories is that some require considering
Malaysia Airlines MH17 crash: Ukrainian military jet was flying close to passenger plane before it was shot down, says Russian officer
Malaysia Airlines MH17 crash: victims’ bodies bundled in black bags and loaded onto trains
- 1 Apple has installed security backdoors on 600m iPhones and iPads, claims security researcher
- 2 UK pirates will get four warning letters a year
- 3 Fight Club 2: Chuck Palahniuk sequel is a 'meta-fictional comment on the cultural response to the original'
- 4 Is Gideon Levy the most hated man in Israel or just the most heroic?
- 5 Israel-Gaza conflict: Deadly flechette shells 'used by Israeli military in Gaza Strip’
Competitive: The Green Recruitment Company: Job Title: Scheme Manager (BREEAM)...
Flexible, depending on experience: The Green Recruitment Company: Job Title: T...
£850 - £950 per day: Orgtel: Programme Director - Conduct Risk - Banking - £85...
£100 - £110 per day: Orgtel: Project Coordinator/Order Entry Hampshire