This iconic ArianaGrande perfume has just had an update 👇
), why are we still so backwards and judgmental when it comes to perfume? The moment it’s branded with a celebrity’s name, the dormant snob sensor spring into life and it’s deemed inferior and ghastly, as if spiked with toxic sweat dripping off a limo’s pleather seats. Yet, mention a hipster niche start-up brand and you’re met with swoons of envy. The irony: they’re probably made by the same perfumer in the same lab.
But branding is extra fickle in the fragrance world and I’m here to ask you to open your mind a little and consider celebrity fragrances in a whole new way. Because celebrities – real, proper celebrities – themselves have changed. Whereas in years past it was prettiness and a bit of talent that carried you through, today, ‘celebrity’ means much, much more. To be popular today, to influence millions of people, to drive multi-billion-pound enterprises, your talent needs to come with a purpose.
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