Aguilera and P&G Sign Fragrance Deal

Published: Friday, January 12, 2007 Aguilera and P&G Sign Fragrance DealBy Jennifer Weil

Jennifer Weil states, "PARIS — Procter & Gamble Prestige Products has just inked a long-term licensing deal to create Christina Aguilera fragrances. The terms of the partnership with the singer were not disclosed when the deal was announced Thursday. “We were looking for a brand to complement our portfolio," said Heike Hinterland, global marketing director, prestige products at P&G, in a telephone interview Thursday. She added that the company was looking to go after young, trendy consumers, in and around the 15-to-25 age demographic..." http://www.wwd.com/search/article/111915?query=licensing

I feel that this product can be successful because Christina Aguilera has sold over 25 million albums. With a new album that recently emerged, she is becoming more accepted in the media because she strives to relate to young women. Many young women see her as a role model and will hopefully want to purchase this product. When a celebrity develops their own fragrance, it will also improve their publicity in the media. The cosmetic industry already has a large variety of cosmetic products that has a licensed deal with celebrities, but as long as Proctor & Gamble can advertise and market this new product positively to the media, it should become successful in the cosmetic industry.

Stephanie Faber