Posted by Ana Terzi on October 29, 2010 11:30 AM
To keep a spooky momentum going on, how appropriate and timely it is to discuss brands capitalizing on the latest celebrity trend: Reincarnation by perfume.
The #11-ranked celeb in the Forbes 2010 Top Earning Dead Celebrities list has just released "his" first fragrance: Steve McQueen Eau de Parfum, a tribute to the American actor who passed away 30 years ago. McQueen’s brand equity is valued at $6 million, and his handsome mug already endorses watches, clothes, cars and motorbikes.
“Dead celebrities can do pretty much everything that they did when they were alive, with the technology we have today, except make a personal appearance,” explains Matt Delzell, a marketing account director with Davie Brown Talent, who specializes in pairing brands with celebrity spokespeople. “In the advertising world, these people are still very much alive. Brands are interested in dead celebrities because there is a more iconic feeling after someone passes away.”Continue reading...
Posted by Abe Sauer on February 24, 2010 12:46 PM
The recession is affecting both the way we live, and die. Casket brands – that once frequently sold $10,000 custom models made of high-end materials and fine fabrics – are suffering.
For example, Hillenbrand – the nation's largest casket maker – is struggling as more consumers are choosing cremation over burial or opting for the cheap old pine box. Just last year, casket sales were down to 1.69 million from 1.74 million from the year before – a steep drop from the 1.9 million sales peak of 2000. Consequently, Hillenbrand's revenues fell to $650 million, a 4.3 percent drop from the previous year.
The situation at Matthews International, America's second largest casket maker, is similar as last year its revenues fell 4.6 percent.Continue reading...
Posted by Sara Zucker on November 23, 2009 10:06 AM
In perhaps the strangest branding enterprise I've ever encountered, a company called MyDNAfragrance.com creates scents based on hair samples of deceased personalities. With so many people obsessing over Marilyn Monroe and Michael Jackson, some might even be a little turned on by this prospect. The New York Daily News reports:
A Beverly Hills company is formulating a line of "Antiquity" fragrances based on the DNA of dead celebrities including Elvis Presley, Albert Einstein, Marilyn Monroe, Michael Jackson - even Richard Nixon.
The company claims the scents are derived from "DNA tests performed on hair clippings provided by renowned celebrity hair collector John Reznikoff."
Dr. Diva (Is this for real? Yeah, right) Verdun, My DNA Fragrance's chief development officer, promises that the process is scientific but will not reveal any other details other than, "we base the fragrance on the genetic code."Continue reading...
Posted by Dale Buss on October 30, 2009 11:40 AM
Apparently, Michael Jackson's movie ranks as a great treat for Jackson aficionados -- who turned out by the thousands in 18 countries at Wednesday's premieres of This Is It, the Sony Pictures docudrama based on rehearsal footage for the grand revival concert tour Jackson was planning for London when he died on June 25. Though it may hold little interest for everyone else -- box office numbers have fallen substantially short of the hype -- the film is likely to do well enough to make up for losses due to the canceled London concerts.
More importantly, it marks the launch of Michael Jackson's posthumous brand.
Since Jackson was alive for half of the year, he only had a few months to try to catch this year's fluke winner of Forbes' annual list of top-earning dead celebrities, Yves Saint Laurent (fueled by a one-time art auction), and took the No. 3 slot. But no matter how well the new film does, extensive soundtrack and licensing opportunities, unhindered by the spooky antics (and appetites) of a pesky live celebrity, are pointing Michael Jackson down Elvis Presley's well-marked path.Continue reading...