Celebrities are often included in marketing campaigns to promote beauty products. But with the rise of influencer culture, marketers are tapping a wider swath of famous faces to front fragrance campaigns or get involved with new product development.

Here’s a look at some recent celebrity and influencer launches in the fragrance sector.

Gigi Hadid is the brand ambassador for Rabanne’s new Million Gold for Her fragrance. Billed as Rabanne’s first grand floral, it includes notes of rose, white flowers and mineral musk, a combination of traditionally masculine and feminine ingredients. In fact, 90% of ingredients are from natural origin. In the campaign, Hadid wears a gold Rabanne dress shimmering with hundreds of thousands of Swarovski crystals designed by Rabanne creative director Julien Dossena.

Artist and musician Moses Sumney also joined the Rabanne family as the face of the Million Gold fragrance for Him—as pictured in the lead photo.

Beauty industry leader Sheralven has been selected by Melbourne-based fragrance company Game On Product Group to serve as the exclusive North American distributor for Messi Eau de Parfum, the first signature scent from global sports legend Leo Messi. Sheralven chose JCPenney to serve as the exclusive US retailer. Infused with ingredients sourced globally, the makers say Messi’s signature fragrance mirrors the diverse players and teams of the World Cup.

David Beckham’s newest parfum launch Amber Breeze EDP, is here to with beautiful warm sunsets. Available now at JCPenney, Amber Breeze is the newest amber scent to join The Collection eau de parfum line of long-lasting scents. Created to give off an ambery aroma with trending fragrance notes like Lavender and Rose, this fragrance is a staple for colder temperatures.

Formula 1 driver Lando Norris is taking the driver’s seat in Ralph Lauren Fragrances‘s Polo Red campaign. The brand says its bestselling fragrance has long embodied speed and adrenaline and the global advertising campaign “leans into the thrill of racing.” Inspired by Norris’ “electric style and passion for speed,” the campaign aims to be as bold as the Polo Red scent. Circuito de Navarra, one of Spain’s leading motor racing facilities, created an apropos setting and backdrop to represent the “thrill of the open road” brand.

Miniso’s new fragrance is the Lucky 7 perfume series, which premiered recently at 11 stores in the US, including the lifestyle company’s newly revamped store on 150 Broadway in New York City.  In collaboration with seven renowned master perfumers—including Maurice Roucel and Suzy Le Helley—this exclusive collection is a tribute to the “inherent luck that resides in each of us,” said the company. Influencers were on site to kick off the launch.

Prestige fragrance house Michel Germain Parfums is partnering with Paramount Consumer Products to introduce a new fragrance collection inspired by the “Emily in Paris” Netflix series. The collection was crafted by perfumer Michel Germain. The Emily in Paris, Emily in Paris Heartfelt, Emily in Paris Romantic, Emily in Paris Je T’aime, and a men’s fragrance, Emily in Paris Pour Homme.

For more on fine fragrance, check out our December 2024 deep dive into the category here.