Is the world really ready to smell like the Material Girl? I'm surprised it didn't happen years ago, frankly. WWD, is reporting that there are reports of a $120 million deal Madonna is said to have inked with Live Nation, the long-talked-about possibility of a Madonna fragrance may become a reality: Live Nation would be gaining the right to license the singer's name for merchandising projects, which could include fragrance.
Madonna has reportedly been shopping herself around the fragrance industry for more than a decade. But this time, it could be for real. One cosmetics executive called the possible deal with Live Nation, reported in The Wall Street Journal, "a massive casting call" that could function as a magnet for licensing suitors.
Sources estimate that Madonna's megawatt name could power a $60 million to $80 million fragrance brand, and at least $200 million in sales globally. And industry experts agree, Madonna won't come cheap. Not all celebrity fragrance deals pay an up-front fee; many rely on a royalty of 2-5 % of net shipments. And Madonna would likely require a hefty multimillion-dollar up-front payment.
Sources expect that Madonna would push the fragrance envelope to the seams with a bold, avant-garde concept, should she introduce a signature scent. At least a decade ago, Madonna first expressed an interest in the fragrance business and, at the time, shopped around a concept called Holy Water to several fragrance houses. She seems to have rekindled her curiosity for the business, according to one fragrance executive, who said the singer has met with Firmenich within the last year.
Whether Madonna does a fragrance or not, one thing is clear: the celebrity fragrance business is here to stay, at least in the short term (ew). "She [Madonna] is the Liz Taylor of her generation," said a top-ranking executive who spoke on a condition of anonymity. I'm sure that's a comparison she will love. Black Diamonds anyone?
Read "Marketing Madonna: Industry Mulls Prospect Of Pop Star Fragrance"
So nice....
Posted by: Paxton | March 11, 2008 at 05:49 AM