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www.IndependentRetailer.com PRODUCT TRENDS Celebrity Fragrance Sells
THE NEW York Times said it best in an article titled, “Nothing Sells Like Celebrity.” Today’s buyers surf the Internet, read magazines, watch television and launch smartphone apps, expecting to see a celebrity selling something. According to NY Times columnist, Julie Creswell, “Over the last decade, corporate brands have increasingly turned to Hollywood celebrities and musi- cians to sell their products. Stars showed up in nearly 14 percent of ads in 2007, while the number has more than doubled in the past decade.” Celebrities captivate con- sumers, and in an effort to imitate, they purchase products that celebri- ties endorse. Among the well-known faces to be found at retail checkout
counters in coming months are hip-hop and R&B artists, Nelly and the St. Lunatics. An active and top selling art- ist from 1999 to the present, Nelly is not only an iconic fi gure in his hometown of St. Louis, MO, but nationwide as a three-time Grammy award winner, and an American Music, BET, Billboard Music and MTV Vid- eo award winner. And while music is his life, AirPlay oil fragrances are his newly found passion. With the help of Superior Prod-
ucts, a manufacturer of professional detailing and car wash chemicals since 1994, the idea of a long-last- ing air freshener for the car, home or offi ce came to fruition. “AirPlay
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fragrances offer the most potent volatile organic com- pound (VOC) levels that are within regulation, provid- ing a long-last scent from two pumps of the spray bottle. The larger than nor- mal two ounce bottle and competitive pricing makes
the product incomparable to other air fresheners on the market,” says Glenn Docter, owner and president of Superior Products. At the mo- ment, the product line is available in four different fragrances: Red Riot, Blue Chill, Pink Sugar and Green Light. These simple and sophisticat- ed glass spray bottles are marketed best as impulse buys at any auto continued on page 68
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September 2011
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