Celebrity Endorsement and Fragrance?

Question

Hi Everyone,

I am a Master's Student. I am currently conducting a study on "Celebrity Endorsement and Consumer Purchasing Behaviour on Fragrances". I would very much appreciate if you could answer the following questions to the best of your ability. Thank You.

1) How important is to you to buy perfume

2)Why do you buy perfume?

3)What does perfume mean to you?

4)Which are your favorite perfumes

5)How do you make up your mind on which perfume to purchase

6)What is your opinion about celebrity launching fragrances?

7)Have you bought fragrances launched by celebrity? Why or Why not?

From the list below which perfumes are you more likely to buy from a scale of 1(least likely) to 5(more likely) and why?

Gucci - Envy Me

Calvin Klein - Eternity

Sara Jessica Parker - Lovely

Ralph Lauren - Romance

Beyonce - Diamond

Nicole Kidman - Channel No.5

DKNY - Be Delicious

Britney Spears - Curious

Please don't forget to state why?

Thank You for your cooperation

Answer 1

1) How important is to you to buy perfume? - Reasonably, I wear it every day, but if i ran out, i wouldnt run to

2)Why do you buy perfume? - Because i think its nice smelling, its nice to collect the bottles and its think its nice to have a range of diffrent smells.

3)What does perfume mean to you? - I think perfume shows a persons personality depending on the scent.

4)Which are your favorite perfumes - Sarah Jessica Parker - Lovely, Katie Price Stunning or Dior Pure Poison.

5)How do you make up your mind on which perfume to purchase? - If it smells nice is often the main reason. But after christmas, you tend to have a lot of gift boxes in the sale going for really cheap prices, so i will genrally buy a couple of boxes. The ones that smell nice i will keep, but the ones that i am personally not to keen on will do for presents for people!

6)What is your opinion about celebrity launching fragrances? - I think its fair enough, if i was a celeb, i would do it!

7)Have you bought fragrances launched by celebrity? Why or Why not? _ Yes i have, infact alot of my perfumes are, For example, Katie Price, Victoria Becham, Paris Hilton, and Sarah Jessica Parker. I buy them because like ive already mentioned i like the smell. I am a fan of Katie P, but if her perfume stank i wouldnt have bought it, then same with V. Beckham. With Paris Hilton, i actually dispise the woman, but her perfumes nice so i bought it! And SJP, well basically my mother bought it, i thought it smelt nice so i purchased it too!

From the list below which perfumes are you more likely to buy from a scale of 1(least likely) to 5(more likely) and why?

Gucci - Envy Me (3) It smells nice

Calvin Klein - Eternity (1) I assocciate CK as being Mens...

Sara Jessica Parker - Lovely (5) I wear this nearly everyday!

Ralph Lauren - Romance (3) Reminds me of friends as Rachel works for ralph lauren...sad ay?

Beyonce - Diamond (2) Her other perfume really stank, this one could be better.

Nicole Kidman - Channel No.5 (1) Channel No.5 is sooo oldschool!

DKNY - Be Delicious (4) I like the apple shaped bottle...

Britney Spears - Curious (1) Seems tacky and for teenage girls!

Answer 2

Hi,

I love perfumes and always have several bottles a time on the go. I cannot imagine not wearing it....it makes me feel more confident and 'fresh'. Even if I am having a lazy 'at home' day I always have a good perfume on. Smells (nice ones) are very important to me and I have a very acute sense of smell. My children say they always associate me with 'nice smells'.

I buy perfumes 3 or 4 times a year...at least. I love buying the nicely packaged, high end perfumes as it makes me feel good....I do however have to like the smell a lot....I never, ever would buy perfume purely for the name / brand.

My favourites (at the moment) are;

Chanel No5 (used this for donkeys years) it is a classic and still the most widely bought perfume in the world.

Viktor and Rolf's 'Flower Bomb'

Gucci II

Sonia Rykiel's 'L'eau de Rykiel'

Vivienne Westwoods 'Sin Garden'

Prada 'Infusion D'Iris'

I make my mind up by trying at least a couple of times before buying....the decision is always based on what I like but if my other half really dislikes a smell I tend not to buy it. The exception is the Chanel No5 which my hubby really does not like but that I wear most of the time as I love it. I must admit that for the most part I never bother even looking at cheaper perfumes these days as I have never liked them in the past.

I think celebrity endorsed perfumes have a 'cheap' image.....you know they are not produced by the celebs but that they are just putting their names to a pre-produced product. I like my perfumes to have a touch of luxury....If I am paying a lot of money then I want it to smell like it costs a lot. I am not impressed by the current 'Cult of Celebrity' which means I am less inclined to look at a product that seems to hone in on this trend.

The exception is, again, No5 which I have used forever....long before it used celebrity endorsement. I can honestly say that having a celebrity 'face' for a perfume would not encourage me to buy. I prefer a more subtle approach.

From the list above, the only one I would buy is the Chanel....the others I have smelled and simply do not like the their fragrance so would never consider purchasing them. I guess you could call me a perfume 'snob' ;-) but perfumes are my one luxury in life and always lift my mood.