When you think of the celebs who had the biggest year in music, a couple of names might come to mind: one of them definitely need to be Justin Bieber, who might just be the guy who can sell tickets but can’t help Perfume maker Elizabeth Arden with her quarterly reports. Sales have fallen 28.4%, and it has the company pointing the finger at both Bieber and Swift:
‘the decline in sales of celebrity fragrances, particularly the Justin Bieber and Taylor Swift fragrances, was steeper than anticipated.’
According to reports, the company posted a loss of $156 million in the past quarter, and in the fiscal year of June 30, $146 million lost. When Taylor Swift launched her fragrance in 2011, there was a huge following. Same with Bieber, who’s two fragrances: Someday and Girlfriend, was flying off the shelves in 2011. What happened?
Maybe the issue with Actor Orlando Bloom contributed on Bieber’s part: could Miranda Kerr be holding Bieber’s seed?
In June, The company launched a program to restructure sales. Rhone Capital LLC agreed to buy $50 Million in redeemable preferred stock and warrants to get 2.5 million shares. This all represents 7.6% of the outstanding stock. Elizabeth Arden is known for skincare brands like Ceramide and Prevage. SoJones reader, have you purchased one of these scents?
Taylor Swift is having an incredible year. With her new album 1989 coming soon, she wants to set off what she thinks is black culture with her new video on VEVO. Rapper Earl Sweatshirt has said that her video is exactly what needs to be off the TV:
“haven’t watched the taylor swift video and I don’t need to watch it to tell you that it’s inherently offensive and ultimately harmful”
Do you agree SoJones reader? Earl goes on to say more about stereotypes which are very harmful:
“perpetuating black stereotypes to the same demographic of white girls who hide their prejudice by proclaiming their love of the culture”
Should we get Jesse Jackson and Floyd Mayweather to stage an intervention? With Bieber and Swift thinking they are in fact black, this could very well mean SoJones will be the forum for minorities to speak their piece. It’s not about Race as much as equality, and SoJones wants to make sure you can let the celebs know that you have a voice!
“for instance, those of you who are afraid of black people but love that in 2014 it’s ok for you to be trill or twerk or say nigga”
We know it gets real out there, and with all the drama going on in Missouri, U.S.A has rappers traveling all over the world to show love. Why not the white artists now? Maybe they will setup a stage and do something, but for now the sales will tank as far as perfumes go!
Can Bieber and Swift make the perfum push like the music? Only time will tell. Let us know your thoughts in the comments. We don’t want to hear ‘white is the new black’ anywhere over here!
Andre is a passionate lifestyle blogger. He enjoys writing about new trends, celebrities, and cars.