Monday, December 6, 2010
OK, so we had the crack FirstNerve forensic auditing team pore over SEC filings to bring you the business deals behind some of the biggest celebuscents on the market. If our staff can tackle SEC 10-Ks and 10-Qs and 13Ds, you’d figure the Wall Street Journal must be really deep into the financial underpinnings of the perfume industry.
You’d figure wrong.
Their latest take is “Scents and Salability: a Celebrity Sniff Test”, in which they have celebrities comment on celebrity fragrances. It’s so . . . comment dit-on en anglais . . . meta-ironical, non?
Priya Rao, the Journal’s “NY Heard & Scene” reporter, asks musician Pete Wentz to sniff and respond to Beyoncé Heat. Come on, Ms. Rao. He’s married to Jessica Simpson’s little sister. We’d love to know what he thinks of his sister-in-law’s perfumes.
Rao then asks Twilight actor Billy Burke to sniff Mary J. Blige My Life; why not have him sample Twilight, the perfume tie-in to his movies?
Lame. Or perhaps not. Pairing the names of semi-celebrities with product glamour shots sends a big wet kiss to potential perfume advertisers.
Rupert, you sly dog you.