One Direction cosmetics success finds celebrity partnerships are still lucrative

By Michelle Yeomans

- Last updated on GMT

One Direction cosmetics success finds celebrity partnerships are still lucrative

Related tags Perfume

Cosmetic deals with celebrities go way back, with the segment ramping up and then slowing down in recent years. However; products that speak to the tween/teenage consumer category, particularly in Europe, are still said to be worth investing in for brands.

A recent successful example would be the partnership between Eden Parfums and teenage English-Irish boyband ‘One Direction’, on their debut fragrance 'Our Moment', featuring a line of 30ml, 50ml and 100ml eau de parfum, a shower gel, body lotion and rollerball.

The line launched in June 2013 and by December, the perfume was named the best-selling famous fragrance of Christmas 2013, beating perfumes from Lady Gaga, Nicki Minaj and Britney Spears.

By July of that same year, London-based MUA Cosmetics had got in on the action, teaming up with ‘1D’ for their first colour cosmetics line.

With lipbalms featuring the band's faces and flavours dedicated to each member's personality, tween and teenage fans are spending money hand over fist to get a piece of the cleverly personalised brand.

As little as a tweet from one of the members in recent days has even been enough to start a buzz as to whether a second line may be being developed.

"Just had a great meeting about 1D make up! it's that good im gona [sic] start wearing it myself,​" wrote Niall Horan alongwith a photo of his hands decorated with nail polish, eyeshadow and liner.

Euromonitor confirms celebrity fragrances remain popular with younger consumers

The success of this partnership reiterates what Euromonitor has already reported earlier in the year, that celebrity fragrances remain popular with younger consumers.

According to research analyst Virginia Lee, celeb scents main consumers continues to be tweens, teens, and young adults as they care more about their favorite actors and singers than their parents and grandparents.

In terms of celebrity fragrances, Virginia says musicians generally fare better than actors.

While the late actress Elizabeth Taylor rains number one with sales of US$55 million in 2013, the number two and three positions are held by Jennifer Lopez and singer Justin Bieber. Singers Beyonce Knowles and Rihanna hold the number four and five positions.

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