That is all i could say when I recently heard of Kanye West‘s fragrance deal with Parlux Fragrances. Sure, Kanye’s music is ah-mazing, his style is iconic and his personality is… vibrant, but really, what self-respecting consumer wants to smell like this rapper?? Certainly not me, and I can’t see real Kayne fans going out to their closest department store to pick up a bottle.
Although I’m sure Mr. West will make a hefty profit from the sales of this fragrance, I sincerely find this example of co-branding unfitting, and does not do a very good job of promoting Kanye’s hard and intimidating image.
Please enjoy a few of my other favorite co-branding attempts fails.
Justin Bieber nail polish with Nicole by OPI
The collection is called One Less Lonely Girl, and each color features heart-shaped glitter. Normally I am not a hater of the Biebs, but really?? Once again, I’m sure Justin has made some major $ from this, but I am 96.2% sure that Justin does not wear nail polish, nor does the majority of 16 year old boys out there.
Kim Kardashian for QuickTrim
The socialite and reality tv star, Kim Kardashian, is known for her incredible curves and perfectly toned body. She tells young girls everywhere to embrace their curves, and does photo shoots without retouching or photoshopping. She also has other co-branding deals with Carl’s Jr. fast food and Famous Cupcakes. She professes that she works out hard, but still indulges just like any other real woman out there. Yet, besides her body image confidence she exudes, Kim is a spokesperson for QuickTrim, a non-FDA approved weight loss supplement, in which she faithfully promotes and uses frequently. This is completely contradictory, as she tells women to embrace their natural bodies and curves, yet she is pretty much lying to her fans.
Maybe in a perfect world, we will have women endorsing nail polish, overweight folks recommending diet pills and cosmetic companies promoting perfume, but I guess that just wouldn’t be what 2011 is all about.