Something smelled musky on the Golden Globes purple carpet.
It was the actress Amanda Seyfried, carrying a buttercream strapless robe and Parfums de Marly perfume. Hours earlier her hairstylist Renato Campora misted her neck with the model’s Valaya scent — a peachy, white musk — “to enhance both the mood and the energy in the room,” stated Campora, who was sponsored by the French fragrance home.
Marly’s sister label, Initio Parfums Privé, additionally scented Teyana Taylor, nominated for Best Supporting Actress in “One Battle After Another” by means of her hairstylist Nikki Nelms. Taylor wore the model’s Atomic Rose hair fragrance, as did Amal Clooney, whereas her husband George wore the males’s scent Oud for Greatness.
Beauty manufacturers have been featured on the purple carpet for many years, sometimes by means of sponsorships of make-up artists and hairstylists, who’re paid to make use of a model’s product and speak to press about the look. Perfume partnerships are a newer improvement, as perfume labels experiment with new methods to deliver their merchandise into the zeitgeist.
Parfums de Marly, based in 2009, is an early adopter of the technique. The model first tried it at the 2025 Met Gala, lending its hair perfumes to attendees like the musician Tyla and actress Joey King through their stylists, defined Aymar de Chergé, vice-president of selling for the Americas at Parfums de Marly.
Red carpet magnificence moments can generate real buzz, however are thought to be little greater than a sideshow to the trend on show, in the event that they’re regarded in any respect. The analytics agency Launchmetrics has partnered with The Hollywood Reporter on its Red Carpet Power Rankings since 2023, measuring “media impact value” for trend, jewelry and equipment manufacturers however not magnificence.
But as shoppers are serious about perfume as a part of their wardrobe, manufacturers are encouraging stylists to do the similar. “It’s an accessory,” de Chergé stated, who bets that the editors masking purple carpet and movie star magnificence would wish to know every little thing about the look all the way down to its invisible particulars — “a testament to their very thorough research,” he added.
Tyla’s hair fragrance at the Met Gala received written up in VogueAllure, Cosmopolitan and Ebony. Whether the partnership yielded buzz or gross sales is tough to say: Data from analytics agency Spate reveals slight peaks in the model’s search site visitors in May, however that is simpler attributed to a contemporaneous product launch quite than the occasion.
The technique “isn’t sales oriented,” de Chergé defined, “but about rooting the brand in the culture,” including that extra sponsorships are deliberate all through awards season.
That Red Carpet Smell
Red carpet magnificence is a small however nonetheless essential a part of movie star tradition, and is equally indispensable to awards season. Hollywood celebrities have to look their greatest, and sweetness professionals want the work. Depending on quite a lot of components like the scale of the occasion and the expertise concerned, magnificence professionals could make between $3,000 and $10,000 for every sponsoring model. Some of them depend on awards season for the bulk of their yr’s earnings, a truth laid naked by the menace of cancellations throughout final yr’s wildfires.
A fragrance sponsor is a boon to a contract stylist, particularly when all it requires is just a few spritzes and a few cellphone interviews. (Seyfried’s hairstylist Campora was equally double-sponsored by Joico in promotion of the hair model’s newly launched Hero Hold Hairspray.)
It’s a calculated threat for the sponsors themselves, who’re betting assets on the hope that viewers care sufficient a few well-known individual to marvel how they scent.
Luxury homes like Chanel and Dior routinely sponsor make-up artists, particularly when their shoppers are additionally carrying Chanel or Dior. But regardless of their monumental perfume companies — and budgets — neither have scented any attendees so far.
On one hand, this seems like a missed alternative. Timothée Chalamet, who will likely be touring this awards season as the star of Marty Supremehas been the face of Bleu de Chanel since 2023, however is underneath no obvious obligation to deliver it up in purple carpet interviews.
On the different hand, the thought of actors pushing their perfume contracts at each alternative might find yourself devaluing the power of their endorsement, or turn into simply plain annoying.
It’s doubtless that perfume sponsorships will multiply, particularly as area of interest perfume manufacturers proceed to compete in opposition to larger labels and calibrate their advertising efforts for the highest influence.
De Chergé stated that considering is occurring in actual time. “Do you go with more hairstylists, or do you just focus on one?” he questioned aloud. “It’s been very much a learning journey.”
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