From her To Modernity

From her To Modernity

Many celebrities have their own brands, but Rihanna’s Fenty Beauty is a worthy hit

The words ‘fragrance’ and ‘famous’ have long been profitable bedfellows. In 1981, Sophia Loren was the first to market a ‘celebrity scent’, simply called Sophia. Then followed Elizabeth Taylor’s first fragrance, Passion, a multimillion-dollar hit. Box-office hits and album sales aside, scent became the ultimate mark of success, and with it the lucrative concept of a star’s personal brand was born.

Today’s celebrities – with the help of social media – have cranked things...

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