Everywhere you look on social media, there seems to be a new mega-influencer, with their hundreds of thousands of followers, and a brand close by willing to pay them top dollar for just one post with their product. They have become the marketing world’s new “celebrities”. There was a time not too long ago when celebrity partnerships were the key to a product’s success. When fragrance companies wanted a successful perfume launch, all they needed was a top celebrities’ name on the bottle. But the game has changed. Sales in the U.S. mass fragrances celebrity products have dropped by half since 2000 showing a clear distrust in the way consumers view traditional celebrity endorsements.