In an exclusive interview with the Long Island Beauty Lookbook Examiner on Monday, Nicole Desir, Vice President of Brand Management for Beanstalk, provided insight into the fragrance Our Moment, One Direction’s latest hit, which is the newest in a long line of beauty products that have become a part of the celebrity beauty business trend.
Celebrities and beauty leaders are rushing to bring branded products to the market that offers consumers a unique, personal experience. One Direction has followed its musical predecessors, such as Justin Bieber, and created Our Moment, a woman’s fragrance that has flown off of beauty shelves, just in time for the holiday season.
Recent celebrity business ventures have signified a trend in the health and beauty industry with celebrities moving beyond product endorsements to branding products and in some instances, taking part ownership of the items they are endorsing, such as Jennifer Aniston and Katie Holmes.
For over ten years, Nicole Desir has been diligently toiling behind the scenes at Beanstalk, the Omnicom-owned licensing agency that represents world-class corporate brands such as Cover Girl and Max Factor, as well as celebrity clients including Salma Hayek, Paris Hilton, Iman, and Carmindy. Nicole is responsible for the strategy development and implementation of the Salma Hayek Health and Beauty program launched in the U.S. in 2011 exclusively at CVS Pharmacy, and was integral in the expansion of the Mary-Kate and Ashley licensing program into cosmetics and fragrances. Prior to joining Beanstalk, Nicole worked on brands such as Victoria’s Secret Beauty and Elizabeth Arden, and since joining Beanstalk more than ten years ago, has led various client programs.
According to beauty and fragrance experts, One Direction’s scent, Our Moment, that launched at Harrods on August 25, is set to earn the boy band over £360,000 ($566,028) in its first week on sale in the UK. This number is much higher than had originally been expected and will be something to watch in the coming weeks as the fall retail season heats up and the holiday season approaches.
Although not a Beanstalk client, Nicole gave the Long Island Beauty Lookbook Examiner an in-depth interview on the popularity of Our Moment and insight into One Direction’s beauty marketing strategy.
LIBLE: I am assuming, based on One Direction’s popularity with the younger generation, that teens and tweens are the average age of the Our Moment consumer. Are there any statistics available to confirm that?
Nicole Desir: We haven’t really heard exactly who’s buying it, but I’m going to make an assumption. There are probably two consumers and users, daughters and moms. Daughters are purchasing with their own money or mothers are buying Our Moment for them. But, there are also the moms who like One Direction. I can’t tell you the number of mothers who saw the movie and were so impressed by the band, much in the same way they were by Justin Bieber, that they are willing to spend money on this kind of product.
LIBLE: Was that their plan, to launch Our Moment at the same time as the movie, “One Direction: This Is Us”, premiered?
Nicole Desir: Every fragrance company wants to leverage what every artist is doing. It says, ‘Here’s the story of us, now not only do you get to see our story, you get to smell it too.'
LIBLE: Will the success of Our Moment level off or explode around the holidays?
Nicole Desir: I think it is deliberate that they launched in August, which will lead right into the holiday season. The holiday season is so important in the beauty category and in particular, fragrance and I do think it will continue to grow as people are looking to give their favorite One Direction fan a present. I imagine it will show up on a lot of holiday wish lists. I think that its fantastic to find a way to offer their fans a way to participate, in a way that maybe their moms didn’t have a way to participate with their favorite boy bands. There was no Backstreet Boys or *NSync fragrance that we got to buy. It’s a fascinating dynamic to be a boy band and be able to speak to your consumer in this way.
LIBLE: Is the One Direction fragrance as successful as both of Justin Bieber’s, The Key and Girlfriend?
Nicole Desir: Girls fall in love with whomever it is they fall in love with and the big question is how long will they be in love. We watched Justin Bieber have some struggles in the media and I think moms and girls have reacted in some ways, but I think the fragrance still is incredibly viable. It will be curious to see if one surpasses the other or if they become equal. Girls have five options to choose from with One Direction and only one with Justin Bieber.
LIBLE: How involved was One Direction in the fragrance creation process?
Nicole Desir: I don’t know for sure, but they certainly are talking about the fact that they did have a hand in development and it was important to them.
One Direction’s Our Moment Eau de Parfum is available at Ulta Beauty located on Long Island in Garden City and Levittown, just in time for the holidays and perfect for the boy band fan. Be sure to look for the Long Island Hair Care Examiner’s follow up with Nicole Desir of Beanstalk when the pair discusses professional hair care versus pharmacy brands.
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