Men's celebrity fragrances will be a major drive in boosting the men's fragrance market 17% to $13 billion in 2012, according to a Euromonitor report. The report singles out the UK market, which saw male celebrity scent results jump 2,000% in just four years, accounting for 40% of the market.
"[P]erfume houses have found a way of tapping into ready-made consumer groups with the minimum of time and investment, enabling them to keep pace in a launch-intensive market where two years is the average shelf life for a new scent," the report states.
Sean John became a top 10 scent in the men's premium segment in 2006, reflecting a general trend in the male segment: increased use of personal care products, a market which grew 50% last year. In short, those fatigued by celebrity launches will have to wait a while longer for the trend to cool off.