For starters, Ameesha has a fetish for soaps, bags and sunglasses. She owns soaps in flavours, shapes and colours. She collects them from the different places she travels. The bags that she owns find a special wardrobe in her spacious pent-house apartment and so do the sunglasses. It is believed that the actress owns around 125 pairs of sunglasses and matches them with her clothes after getting all decked up.
The sunglass brand has approached the actress to design a line and even endorse them; a line that will be stylish like she is and will suit every mood, style and occasion.
The actress has already started work and will be shooting for the commercials in June in the land of beaches, Goa. Soon after this the collection will be available at all major fashion brands and stores across.
Now the question is how successful a star and their brands become and how far the association goes? Amitabh Bachchan's line of perfumes makes very little business and so does the perfume that is named after Shahrukh Khan. You can see these perfumes at almost all leading stores but who cares to buy them when you have so many other leading brands available at much cheaper price and in different enticing fragrances.
42-year-old Prasad Lonkar, store manager with a leading chain of fashion stores says, "Back in 2002, when Lomani launched the line of Amitabh Bachchan's perfume, it was an instant hit. Everyone wanted it as it was coming from him and people were curious to know how it smells. Though it was little expensive both men and women thronged to buy the musky smelling perfumes. The sales decreased soon after."
Similar is the case with other star perfumes as people feel that when there are so many better options available why spend more on brands that comes from star.
Same goes with Victoria Bechkam's line of body mists which costs more that Rs. 1600 per bottle. There are so many mists from Nike, Adidas, Barbie that are available at around Rs. 150, so who would spend so much?
Celina Jaitley's line of sarees from Jashn, Aishwarya Rai Bachchan's lipstick shade from L'Oreal, Kareena Kapoor's line of bags from Lavie and many other things that boast of personal design and touch to the brand attracts people for once.
Production Manager Amandeep Singh Bhatia says, "A star's personal line helps grab many eye-balls and in curiosity people even buy them to once or twice. But I haven't seen a star brand that makes sustainable business as people lose interest soon after. I myself bought an Amitabh Bachchan perfume once, but did not bother to buy it for the second time as I did not like it at all."
Though some still manage to stay in the business, a few are conveniently kicked out without saying much. A perfect example to this is the line of Madhuru Dixit's personal line of shampoos, oils and conditioners.
The line was good for nothing and people who bought these huge bottles of hair cleansers later used to wash their toilets and floors because of the high-perfume content the products had.