Long before there was the House of Gaga, there was the House of Taylor. When Elizabeth Taylor launched her first fragrance, Elizabeth Taylor’s Passion, more than 20 years ago, even she didn’t imagine the sweet smell of success her perfume empire would bring.
As fans mourn the international superstar and HIV/AIDS activist, the iconic actress also leaves behind another legacy: She paved the way for stars to translate their fame into profit via endorsed scents.
Successful celebrity fragrance lines weren’t at all plentiful in 1987 when a news conference was held for Taylor to announce her venture. The idea of her first perfume was met with a bit of skepticism and led The New York Times to ask, “Can Elizabeth Taylor’s Passion compete with her friend Calvin Klein’s Obsession?”
Undergirded by a $10 million marketing campaign that capitalized on the actress’s glamour, beauty and allure, the scent was also a reflection of the tastes of Taylor, who was actively involved in its development.
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