The smell of profit lingers with each spray of Eau de Warnie – Sydney Morning Herald
August 18, 2020 - Body Fragrance
And just as he did on the cricket pitch, Warnie’s essence “transcends, develops and intensifies with mid notes of juniper berry, lavandin, clary sage and wild mint” before finishing with “bold base notes of Indonesian patchouli, birch wood, oak moss and leather accord”.
And here I was expecting a concoction smelling of Wild Turkey, decaying hair plugs, ashtrays and a lingering splash of stale Liz Hurley.
Even the bottle it comes in is worthy of mention. According to the titillating promotional material, “the refined yet bold bottle showcases the style of Shane himself, featuring a sleek black body adorned with silver accents”.
What the? Sounds like Warnie has been on the sunbed a tad too long and indulged in a few body piercings, though it’s all for a good cause: profits from the perfume are going to a Melbourne-based children’s cancer charity.
Warne’s perfume is now stocked next to such other luminaries of the discount chain Chemist Warehouse’s purveyors of perfume as Gina Liano (she’s got a whole suite), Delta Goodrem and a swag of NRL and AFL team perfumes (I kid you not).
No doubt Warne is hoping to emulate the success of another unlikely fragrance which launched back in 2017: Andy by Hamish.
And at just $29.99 a bottle, it was billed as a “smart, casual fragrance”, which was selling by the bucket load, with industry sales figures leaked to me shortly after the launch indicating about 30,000 bottles of the stuff were sold in the first three hours of going on the market.
But sadly that success didn’t last, and the perfume is no longer for sale.
While specific deals between individual celebrities and their fragrance maker are confidential, generally it is estimated that in Australia, for a budget fragrance, the celebrity would earn about $1 from every sale.
Industry insiders estimate Warne’s deal was probably worth a maximum of $100,000, which isn’t a bad return, (especially for Warne’s nominated charity) for slapping his name on a bottle of perfume and pouting in a television commercial that didn’t require him to utter a single word, just give searing, lingering stares down the barrel of a camera.
But of course this is small cheese compared to the names gracing the more luxurious end of the perfume spectrum, such as Cate Blanchett, Charlize Theron and Nicole Kidman, who have each pocketed many millions of dollars spruiking far more prestigious brands such as Armani, Dior and Chanel.
Over the past decade countless celebrities have launched fragrances around the world, from the likes of Jennifer Lopez, Rhianna, Mariah Carey, Sarah Jessica Parker, Ariana Grande, Katy Perry and Paris Hilton to Kylie Minogue and David Beckham.
In the US alone, Britney Spears has reportedly sold more than 550 million bottles of her perfume Curious since 2004, according to Women’s Wear Daily, which is about five times the number of records she has sold over the same period.
The late Elizabeth Taylor’s White Diamonds perfume, launched in 1991, still sells strongly today, despite the star having departed this mortal coil years ago.
Lopez has launched a staggering 24 perfumes since her inaugural Glow, while Rhianna has seven fragrances to her name.
Indeed, there is one fragrance note the promotional blurbs for celebrity perfumes appear to have forgotten: the unmistakable smell of money.
Andrew Hornery is a senior journalist and Private Sydney columnist for The Sydney Morning Herald.