A recent study of the fragrance industry demonstrates the value of viewing communications in an integrated fashion.

The fragrance market is highly seasonal with the majority of sales made at Christmas, Valentine's Day and Mother's Day. Paid advertising is clustered around these buying periods with the majority of ad spending in the pre-Xmas time period.

Celebrity brands, such as Sarah Jessica Parker's Lovely or J-Lo's Love at First Glow, because of their significantly higher levels of news coverage, have generated higher ROIs and their sales have been somewhat less seasonal than non-celebrity brands.

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