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"(We are) definitely seeing that the brands that have had a strong celebrity alliance have done extremely well in the marketplace, whether it is to get initial awareness or revitalizing a brand."

Last year, celebrity fragrances represented almost a quarter of the top 100 women's fragrance brands, up from 10 percent in 2003, according to the NPD group.

CELEBRITY MARKETING

Elizabeth Taylor is said to have been the first celebrity to successfully put her scent in a bottle, in 1991, when she launched her "White Diamonds" perfume.

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But the trend really gained traction with the success of Jennifer Lopez's perfume "Glow," which was launched in 2002 and generated more than $80 million in sales in its first year.

Since then, the trend has reached a fever pitch, with perfume counters surrounded by ads featuring famous faces including those of actresses Gwyneth Paltrow, Nicole Kidman and Catherine Zeta-Jones.

For celebrities, product branding gives them a new line of income. For marketers, it is often an easy way to sell a product because celebrities are already well known.

"The marketing effort does not have to be as strong, because the celebrity already comes with a fan base," said Kenneth Hirst, founder of design firm Hirst Pacific, which designed one of Jennifer Lopez's perfumes, "Still."

"Celebrities cross borders. They have fans everywhere