ABSTRACT
Celebrity perfumes had become a major force in the four billion dollar fragrance industry by the late 1980s. The first scent to feature a celebrity tie in was Sophia Loren's, introduced in 1980. The success of Sophia, at a time when perfumes inspired by designers like Oscar de la Renta or Ralph Lauren were the vogue, led to the appearance of more fragrances bearing star names. Because much depends on the appeal of the star, companies have tried to gauge that potentiality in advance. Prior to formalizing its relationship with Elizabeth Taylor, perfumes International employed market researchers to interview small groups of women in several United States (US) cities, focusing on the upscale customer who frequents department stores. The researchers found that Taylor had the greatest appeal, because she was seen as a "survivor" and "the most beautiful woman in the world".
