Beauty & Shopping, Fragrances

Can Celebrities Still Sell Beauty? – Deborah Tan

Mary Beth Mazzota from Elizabeth Arden

Mary Beth Mazzota from Elizabeth Arden

Besides earning a living from making TV series, movies, albums and reality shows, celebrities make their money from endorsements. From Jennifer Lopez telling you that you are worth it in an ad about L’Oreal hair products to James Franco selling you the idea that your boyfriend should wear the same Gucci fragrance he’s wearing, celebrities lure us in with their good looks and fabulous sense of style.

Nowhere is the link between star power and beauty more apparent than in a celebrity perfume. Two weeks ago, I was given the opportunity to interview Mary Beth Mazzotta, Vice President, Regional Marketing Southern Hemisphere, of Elizabeth Arden. When it comes to marketing celebrity fragrances, Mary Beth is the person to speak to. Besides Elizabeth Arden’s skincare, colour and fragrances, she also takes care of the brand’s portfolio of celebrity, designer and lifestyle fragrances such as Taylor Swift, Justin Bieber and Nicki Minaj.

In this interview, we (MW) talks to Mary Beth (MB) about the magic behind celebrity perfumes and, if they really work.

MW: What is the marketing rationale behind celebrity fragrances?

MB: Celebrity fragrances are really hot! In the US, UK and Australian markets, the celebrity market is huge. Fans of a certain star really buy into the idea that they are owning a piece of their favourite singer or actress by buying a bottle of perfume fronted by them. Globally, the statistics show that celebrity fragrances sell. Besides just being a face that so many adore, celebs have a wide reach and this is marketing gold for any beauty company. Taylor Swift has some 37 MILLION fans on Twitter alone! When she had her concerts in the US and Australia, Elizabeth Arden sponsored it. And this gave her fans a chance to associate their favourite celeb with this perfume she’s fronting.

Will Taylor Swift's fans rush to buy her perfumes?

Will Taylor Swift’s fans rush to buy her perfumes?

justinbiebergirlfriendMW: What makes marketing a celebrity fragrance so interesting?

MB: First, you’ll never see the celebrity promote their perfume. You’ll never see Justin Bieber tweet, “Come buy my fragrance!” The challenge lies in how to use the celebrity’s clout on social media and keep the conversation going among their fans about this perfume that bears their name. When we launched Girlfriend, a Justin Bieber fragrance for women, it is a complement to his song “Boyfriend”. A fan can listen to Justin Bieber singing this song and think about wearing the perfume, which is the fan’s way of buying into a fantasy, a dream.

MW: How involved are the celebrities in the creation of their perfumes?

Mariah explains to Ellen DeGeneres how she worked with perfumers to capture the marshmallow at a campfire element in her first fragrance M by Mariah Carey

Mariah explains to Ellen DeGeneres how she worked with perfumers to capture the marshmallow at a campfire element in her first fragrance M by Mariah Carey

MB: Very! Before we work on the juice, we usually send the celebrity a fragrance brief, asking them questions about what they like, what their favourite memories are, etc. In the case of Mariah Carey, her fragrance brief mentioned how one of her favourite memories involved campfires, s’mores, going to fairs to eat cotton candy. We’ll then send them some test samples and work from there. After the juice is done, we will then work on the design of the packaging. Often, this step takes many rounds and we find ourselves constantly heading back to the drawing board to get it right.

MW: Which celebrity would you love to work with for his or her fragrance?

MB: George Clooney. Can you imagine interviewing him for his favourite foods, asking him to test the scents on your wrists … [laughs]

So what would George Clooney's perfume smell like?

So what would George Clooney’s perfume smell like?

About The Author: Deborah Tan is a founder of Material World. After 10 years of working in magazines Cleo and Cosmopolitan Singapore, she is now a freelance writer/editor who works on this website full-time. She likes liquid eyeliners, bright red lipsticks, tattoos, rock & roll, Mad Men, and Suits. Her favourite notes in a perfume includes bergamot, mint, rose and leather. Follow her on Twitter @DebTanTweets.

[If you like this story, you’ll love]
1. [Material World X Elizabeth Arden] Makes Perfect Scent

2. Beauty Review: Elizabeth Arden Prevage Anti-Aging Treatment Boosting Cleanser

3. [Scent Your Love] Elizabeth Arden Untold EDP

 

 

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Beauty & Shopping, Contests, Fragrances

Beauty Review: Kiehl’s Aromatic Blends Patchouli & Fresh Rose – Deborah Tan

Kiehl's Aromatic Blends Patchouli & Fresh Rose

Kiehl’s Aromatic Blends Patchouli & Fresh Rose

Growing up, I always saw the rose as a cheesy flower. The flower silly girls insist their boyfriends buy them, the flower girls pretending to be sophisticated love, the flower boring people choose. Whenever friends asked me what my favourite flower was, I would sniffed at any suggestion that the rose could be mine. I didn’t like the rose because people associated it with romance and love, I didn’t like the rose because of all the silly meanings attached to it.

But as you grow older, you come to realise that being obstinately resistant to something just because it’s popular is silly as well. It’s like a desperate cry that says, “I’m different. Really!” Although the rose still doesn’t rank as one of my favourite blooms, I have become one of those who appreciate just how well-rounded a flower it really is.

It’s beautiful and its uncomplicated look makes it a great decoration choice. Compared to the hydrangea or the peony, it’s hardier and it lasts longer in a bouquet. And then, there is the scent.

I know what you’re thinking. Rose = bandung, right? Not so. A true rose scent – not a chemical composition – is divine. If you’ve not come into contact with a well-made rose essential oil, you need to find a chance to do so. Because it is only when you have had a sniff at pure rose essential oil, can you begin to appreciate the heady, intoxicating scent of the flower WITHOUT the saccharine overtones.

I like the scent of rose but I don’t like it when it’s mixed with other notes, as with what you’ll find in most perfumes. If I like a particular note, I don’t want it to change or morph into another scent. So, when Nicolette from Kiehl’s told me about the brand’s new Aromatic Blends, Patchouli & Fresh Rose, I was very excited.

Kiehl’s launched its range of Aromatic Blends last year with four series – Vanilla & Cedarwood, Orange Flower & Lychee, Nashi Blossom & Pink Grapefruit, and Fig Leaf & Sage. The beauty of these scents lies in the fact that they are uncomplicated. Made with 1/3 of the ingredients found in most fragrances, these scents contain a higher concentration each key ingredient to give a purer expression of the notes. The newest Patchouli & Fresh Rose is no different.

The rose oil in this new range of Aromatic Blends is extracted using copper vessels used over 100 years in a labour-intensive process to produce an oil with a scent closer to that of a living rose.

The entire range consists of a Body Cleanser, a Body Lotion and an EDT.

Did you know that Kiehl's offer a 100% money-back guarantee within 28 days of purchase? Click here for more details.

Did you know that Kiehl’s offer a 100% money-back guarantee within 28 days of purchase? Click here for more details.

To ensure that the scent really lasts, layering is important. This means taking a shower with the cleanser, which is also formulated without sulfate-based surfectants, massaging on the body lotion, and then spritzing on the EDT. I found the entire experience luxurious and utterly blissful. Lost in the heady scent of the rose, I felt as pampered as I would be in a spa.

At the launch last year of Aromatic Blends, we were asked to pick out our favourite scent. Although I liked the Orange Flower & Lychee, and Nashi Blossom & Pink Grapefruit ones, I didn’t really have a clear favourite. With Patchouli & Fresh Rose, I can now say I do have a favourite scent in the Aromatic Blends family.

Thank you, Kiehl’s, for producing this fifth scent. I really, really like it.

Kiehl’s Aromatic Blends Patchouli & Fresh Rose is available at all Kiehl’s stores islandwide. This set of body products was given to Material World for review purposes. All opinions are the author’s own. You may read our advertising policy here.

About The Author: Deborah Tan is a founder of Material World. After 10 years of working in magazines Cleo and Cosmopolitan Singapore, she is now a freelance writer/editor who works on this website full-time. She likes liquid eyeliners, bright red lipsticks, tattoos, rock & roll, Mad Men, and Suits. The Earl Grey tea addict is looking forward to Kiehl’s adding something with bergamot in it. Follow her on Twitter @DebTanTweets.

2 Of You Will Each Win An Entire Set Of Kiehl’s Aromatic Blends Patchouli & Fresh Rose Products!

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To win this, simply follow the steps below:

1. Answer this question in the Comments section below: “Tell us your TWO FAVOURITE Kiehl’s products of all times.” [Hint: You can browse around here.]

2. Share this post with your friends on Facebook by hitting the Facebook share button below. Tag Material World’s and Kiehl’s Singapore Facebook Pages. Make sure your post is set to PUBLIC so we can verify you have completed this step.

3. PM Material World on our Facebook with Name, Age, Gender, NRIC, Mailing Address.

Closing date for this contest is 29 November 2013, Friday. This contest is open only to fans of Material World’s Facebook Page.

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Beauty & Shopping, Contests, Fragrances

[Scent Your Love] Kiehl’s Aromatic Blends Patchouli & Fresh Rose

Christmas is next month and over at Material World, we are all about making your life easier. This month, we are giving 12 lucky readers a chance to please their closest and dearest. We have up for grabs 12 bottles of the most sensational fragrances. If you win it, you can give a friend this fabulous gift as a Christmas present!

A fragrance make for a great gift because of the intimacy it invokes – everybody has their personal favourites when it comes to scents. What better way to show your BFF how well you know her by selecting a fragrance that best represents her personality and preferences?

Packshot

Today’s giveaway is the newest Aromatic Blends EDT from Kiehl’s – Patchouli & Fresh Rose! The Aromatic Blends products are formulated using natural ingredients sourced sustainably. As with all Aromatic Blends, the Patchouli & Fresh Rose EDT is crafted with 1/3 fewer ingredients than traditional fragrances, resulting in the purest scent expression possible.

Kiehl’s Aromatic Blends Patchouli & Fresh Rose combines two qualities of traditional ingredients to create a unique scent experience:
1. Fresh Rose
Origin: Small farms of local growers in Grasse, France
The two-step extraction method used is labour intensive, resulting in an aroma that is closer to that of an actual living Rose flower.

2. Patchouli
Origin: A plant locally grown and harvested in Brazil
Unlike traditional Patchouli that is dense, this one has a more vibrant woodiness to it, with a slightly sweet edge. The cultivation of this Patchouli helps provide year-round employment to a small Brazilian community.

Our take on Kiehl’s Aromatic Blends Patchouli & Fresh Rose:
1. The fresh rose note is unlike what you’ll find in other rose-centered fragrances. It stands out without being overly floral and sweet.
2. It is a clean fragrance. You do not get a complex play of other notes. It’s unmistakably rose.
3. The patchouli grounds the scent in a light woodiness without weighing it down.
4. Delicate yet unforgettable, you’ll find yourself repeatedly bringing your wrist up to your nose to get a whiff of the rose scent.

Most suited for:
The hopeless romantic whose idea of a perfect wedding is a chapel decorated with thousands of roses.

WIN THIS SCENT FOR A FRIEND!

To Enter:

1. LIKE all Posts about this “Scent Your Love” contest on our Facebook Page between 1 November and 1 December 2013.

2. Complete the Sweepstake Form below by clicking the banner. Invite your friends. If they join up as followers of our Facebook Page, you get EXTRA 5 CHANCES!

ScentYourLovebanner

This contest is open until December 1, 2013. You can take part as many times as you like. Winners will be picked after we achieve 8,000 Likes on our Facebook Page. Only followers of Material World’s Facebook Page are eligible to win.

 

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Beauty & Shopping, Contests, Fragrances

[Scent Your Love] Balmain Eau d’Ivoire EDT

Christmas is next month and over at Material World, we are all about making your life easier. This month, we are giving 12 lucky readers a chance to please their closest and dearest. We have up for grabs 12 bottles of the most sensational fragrances. If you win it, you can give a friend this fabulous gift as a Christmas present!

A fragrance make for a great gift because of the intimacy it invokes – everybody has their personal favourites when it comes to scents. What better way to show your BFF how well you know her by selecting a fragrance that best represents her personality and preferences?

Balmain Eau d'Ivoire EDT

Balmain Eau d’Ivoire EDT

Today’s giveaway is a delightfully dreamy scent from Balmain! This summery fragrance draws its inspiration from the palm trees, Cadillacs and vibrant colours of Miami, a city overflowing with delicious Cuban influences.

Notes of Balmain Eau d’Ivoire:
Top notes: Bergamot essence and red currant
Middle notes: Osmanthus absolute, magnolia essence and lemon
Base notes: Musk and patchouli

Our take on Balmain Eau d’Ivoire:
1. The light, delicate scent is perfect for our tropical climate
2. Its fresh, fruity notes makes it best paired with your weekend togs
3. We liked that the scent is subtly sweet without being cloying
4. Girly girls will love the pastel pink hue of the fragrance
5. After lingering on your skin for a few minutes, the scent eases into something warmer and softer

Most suited for:
Your quietly confident friend who is 100 percent comfortable in her own skin. Instead of overwhelming you with overt sensuality, Balmain Eau d’Ivoire is an elegant, unassuming scent that gently seduces your senses.

So win this bottle of Balmain Eau d’Ivoire for your friend! 

Screen shot 2013-11-01 at AM 10.11.00

Details:
1. LIKE all Posts about this “Scent Your Love” contest on our Facebook Page between 1 November and 1 December 2013.

2. SHARE these posts with your friends on Facebook. Tag Material World’s Facebook Page and make sure these are on Public so we can verify you have completed this step.

3. PM your details (Name, NRIC, Gender, Email Address) to us with “Scent Your Love: Balmain” in the message.

4. Invite and encourage your friends to follow Material World on Facebook. Once we achieve 8,000 Likes, we will pick the 12 winners of this contest. Help us achieve this by 1 December, 2013 so we can give your friend the prize by Christmas!

This contest is open until 1 December 2013. You can take part as many times as you like. Winners will be picked after we achieve 8,000 Likes on our Facebook Page. Only followers of Material World’s Facebook Page are eligible to win.

scentsomelove

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Beauty & Shopping, Fragrances

Great Scents for Hazy Summer Days (part 1) – Denise Li

While the team members at Material World all work from home, we also have to zip out for meetings, appointments and events so we’re still somewhat affected by the haze. I haven’t been fortunate enough to get my hands on one of those N95 masks (as yet), so I’ve been doing the next best things: minimising my time outdoors, and dousing myself with the freshest scents in my beauty cabinet. They help lift my spirits, even if it’s just for a little while. Here are a few of my top picks:

Philosophy Amazing Grace

amazing grace-tifThe Philosophy website describes this as a “floral” fragrance but to me, when I spritz it on, I feel like I’m burying my face in an armful of freshly laundered clothes. Immensely comforting.

Philosophy is located at Bugis Junction (next to Accessorize on level 1).

Code Deco Tasman In Grey, and George ($150 for 50ml)

Code Deco - perfume bottles

I’ve been raving about Code Deco – an artisanal perfume range created by Singapore-based perfumer Gauri Garodia – to anyone who would care to listen. Some of the perfumes in this collection are far too complex to classify into the usual categories such as “fruity” or “woody”. Rather, her perfumes evoke a certain mood; the je ne sais quois of being in some exotic locale. I have quite a few favourites from her range of 12, but these two best suit the theme of fresh scents. Tasman in Grey smells like nothing I’ve ever smelled in my life. I would describe it as crisp and icy, with a little of that “saltiness”  reminiscent of standing on a ship’s hull in the middle of a vast sea. George, on the other hand, is called such because Gauri was inspired by the tomboy character in Enid Blyton’s The Famous Five series; a little rough around the edges but with a soft heart. I’d describe George as “fizzy” – it conjures up images of sipping a cold ginger ale on a hot, balmy day. Another great thing about Code Deco perfumes? They are created to withstand the heat and humidity of our climate.

Code Deco is available online at www.codedeco.com.sg.

Crabtree & Evelyn Somerset Meadow Eau de Toilette ($58 for 60ml)

somerset_meadow_crabtree_evelyn_7539ae0068

Just the name of the fragrance conjures up a pastoral scene of farm animals grazing on the rolling hills of England, doesn’t it? It’s  one of the few floral fragrances I love because it’s fresh, rather than cloying. This Crabtree & Evelyn potion opens up with sparkling bergamot and blackberry, and opens up to a heart of white blossoms, water lily and earthly geranium. Finally, it rounds down to a soft musk, willow and musk. Close your eyes and for just one second, let yourself be transported away from the hazy city to the lush green fields of Europe. I wish this also came as a room spray- it’d be great for chasing the smell of burnt wood out of the house.

For a full listing of Crabtree & Evelyn stores, click on this link.

Want even more great recommendations for more fresh scents? Stayed tuned for another post on the best new scents released this summer.

About the Author: Denise Li is a founder of Material World and a freelance writer-editor. Before that, she spent a few years in the Features section of CLEO and Cosmopolitan Singapore. She considers Chiang Mai her spiritual home and makes it a point to head there for a yearly pilgrimage. She’s also a fitness buff and enjoys boxing, running and the occasional yoga session. Lastly, she believes that everyone should make it a point to travel solo at least once in their lives. Follow her on Twitter @DeniseLiTweets.

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