How Elizabeth Taylor's White Diamonds is still the best-selling celebrity fragrance of all time - 20 years after it first launched.

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From Jennifer Aniston to Britney Spears, no self-respecting celebrity these days is without their own fragrance.
But despite all their promotional efforts and expensive advertising campaigns, Elizabeth Taylor's White Diamonds perfume remains the world's best selling celebrity fragrance.
Though it launched over 20 years ago, global sales of the scent, which is manufactured by Elizabeth Arden, reached $61.3 million last year.

Scent of success: Elizabeth Taylor's White Diamonds perfume, which launched in 1991, is still the world's best selling celebrity fragrance

The Oscar-winning actress, who died yesterday at the age of 79, was one of the first stars to launch a signature fragrance with any success.
Follow-up perfumes, which include Diamonds and Emeralds, Diamonds and Rubies and Black Pearls also continue to enjoy retail success, with sales of $76.9 million last year.

  

White Diamonds sold for $200 an ounce when it first launched in 1991 at the Marshall Field & Co department store in New York.
A private tea with the actress was on offer to the first 150 customers who bought a $300-an-ounce limited edition.
Elizabeth Arden chairman, E. Scott Beattie, reassured consumers that the perfume range would not be discontinued.

Diamond standard: Though it launched over 20 years ago, global sales of the scent reached $61.3 million last year

He said: 'White Diamonds remains a best seller almost 20 years after its 1991 introduction, a testimony to her transcendent and enduring appeal.
'Our best tribute to Elizabeth Taylor will be to continue the legacy of the brands she created and loved so much.'
Boasting ten fragrances, Miss Taylor launched her first, Passion, in 1987 and released Violet Eyes last year.
She once said: 'I think [perfume] is more than just an accessory for a woman. It’s part of her aura. I wear it even when I’m alone.'

Star potential: Elizabeth Taylor pictured in 1991 with a $100,000 special edition of her White Diamonds fragrance at its launch in New York

With no major acting work in the last 10 years the star's fragrance sales enabled her to give generously to charity and maintain her lavish lifestyle.
One of her last Twitter posts read: 'A special thank you to Geary's Beverly Hills who continue to carry my Elizabeth couture jewels.'



A year after its launch, White Diamonds won Women's Fragrance of the Year and Best National Advertising TV Campaign for a Women's Fragrance at the The Fragrance Foundation's FiFi Awards. 
In 2009 it came joint first in the Fragrance Hall of Fame along with Davidoff Cool Water.