Aguilera and P&G Sign Fragrance Deal

Procter & Gamble Prestige Products has recently created a long-term licensing deal to create Christina Aguilera fragrances. The company, which creates a number of well-known products, such as Tide, Pampers and Crest, saw Christina as the perfect choice. "We were looking for a brand to complement our portfolio," said Heike Hindenlang, global marketing director, prestige products at P&G. She also added that the company was looking to target a young, trendy consumer. They also liked that Christina had global appeal. "A lot of people are doing celebrity fragrances. It is one thing to do it if the person is just a celebrity and another if she inspires people and builds brand loyalty," continued a P&G spokeswoman. "P&G is absolutely not building a portfolio of celebrity brands. We are very much driven by what the consumer wants. We're not into churning and burning."

I feel that P & G's choice to have Christina Aguilera as the face of their new perfume was a poor one. I do not feel that a girl who is known for her "dirrty" image is a good role model to target to a young crowd. Also, I feel that Christina's popularity is on the downfall and therefore, the perfume won't have a huge following. I am however interested in seeing how Procter & Gamble will market this perfume.

Nicole Held

2/1/2007