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
Half of young women unable to ‘locate vagina’ and 65% find it difficult to say the word
Is Apple's iCloud safe after leak of Jennifer Lawrence and other celebrities' nude photos?
Porn film production 'must stop in Los Angeles' after actor tests positive for HIV
Anal sex study reveals climate of 'coercion'
The science of saturated fat: A big fat surprise about nutrition?
Rotherham child sex abuse scandal: Labour Home Office to be probed over what Tony Blair's government knew - and when
What do immigrants really think of Britain? Polish immigrant's Reddit post goes viral
Ashya King: Parents of five-year-old boy refused permission to visit him in hospital and denied bail at Spanish court
With Douglas Carswell joining Ukip, my party has taken another giant step forward
When elitism grips the top of British society to this extent, there is only one answer: abolish private schools
Ashya King: 'Cruel NHS has not given us the treatment we need', says father of five-year-old with brain tumour who fled to Spain
- 1 Half of young women unable to ‘locate vagina’ and 65% find it difficult to say the word
- 2 Perez Hilton apologises for Jennifer Lawrence naked photo leak
- 3 A teacher speaks out: 'I'm effectively being forced out of a career that I wanted to love'
- 4 Mexican woman becomes world’s 'oldest person' at 127
- 5 Jennifer Lawrence 'naked sex video' will be leaked threatens 4Chan celebrity photo hacker
£40000 - £50000 per annum + benefits+bonus+package: Harrington Starr: SQL Impl...
£45000 - £55000 per annum + Benefits + Bonus: Harrington Starr: SQL Technical ...
£85000 per annum: Harrington Starr: Head of IT (Windows, Server, VMware, SAN, ...
£55000 - £60000 per annum + Benefits + Bonus: Harrington Starr: Lead C# Develo...