Perfume brand loyalty is something the younger generation have not adopted and to attract these customers some fragrance houses have fixated on using celebrities. Names like Jennifer Lopez, Britney Spears and Paris Hilton are used on new scent formulations in an effort to revive sales. These perfumes often have short term popularity.
Perfumes are often revamped producing a lighter version. One fragrance that has just had this treatment is the famous perfumes Estee Lauder Youthdew. Under the casting vote of Tom Ford, this old favourite of many has been given a new look and lighter touch. You can still smell a hint of the original Youthdew, but it is no longer so overpowering that you know what the scent is hours later. Yet I think Estee might be horrified at this subdued version.
Others stay true to famous brands like those by the House of Caron which began as a perfume house not as a couture clothes house.
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