What perfumes make it into the market and what perfumes, regardless of how good they may be, will never have a chance to present themselves to the public? While money talks, its not all about money, or connections, or luck. Strategy plays a big role.
I've been focused on studying and writing about perfume marketing strategies for our monthly Club Newsletter. For the last few days I've been intensely focused on the circumstances and strategies surrounding the 2011 launch of Justin Bieber's "Someday." This was NOT a typical celebrity fragrance deal. Rather, it was probably the most unusual launch in recent memory. And the results? $130 million worth of "Someday" was sold -- and a second Justin Beiber fragrance was launched.
So I've been writing about this and, in a few days, when I'm finished, the "story" -- with details and analysis -- will be available to members of the Perfume Makers & Marketers Club. You'll find it there.
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