Like many luxury markets in the United States, and around the world, the fragrance market is shaped by celebrity and globally-recognizable designer names. Elizabeth Taylor was the first celebrity to create her own line of beauty fragrances. The success of this commercial move has continued despite her death in 2011, with Elizabeth Taylor White Diamonds generating 23.2 million dollars in sales in 2015, the largest amount of any women’s fragrance in the United States. White Diamonds has been described as having a floral scent, which is one of the most popular perfume scents among American women, second only to vanilla scent.
The appeals of celebrity and luxury have helped fragrances gain a significant presence in the culture of the United States. As of May 2017, 92 percent of American women stated that they wore fragrances, with 41 percent doing so on a daily basis. Such consumer behavior means that perfume and cologne retailers in the United States have a broad target market available. The luxury of having a fragrance on-hand or available to consumers at all times therefore does not necessarily have to cost an arm and a leg. The growth of online retailing now means that price competition among fragrance retailers in the United States has intensified. According to a 2015 consumer survey, 69 percent of consumers considered getting the best price as a very important factor when shopping online for fragrances.