Worldwide sales of the top ten celebrity scent lines totaled $353.6 million last year, reports Forbes. Heading the pack as top-seller was Sean John Unforgivable, the signature scent of Sean "Diddy" Combs — with a $74.9 million in sales. Celebs, writes Lauren Sherman, team up with cosmetics companies who produce the fragrance and then "slap the star's name on the bottle." But Diddy was personally involved with his deal with Estée Lauder, stresses Diana Espino, general manager of Sean John Fragrances. He came up with a concept, tested different scents and eventually began starring in print and online ads. The deals pay off: Celebrities give the scents attention, and stars get a cut of the sales, between 5% and 10%. Jennifer Lopez's last CD and last few movies were flops, but sales of her different fragrances totaled $77 million in 2006. (She has a fifth scent set for release in February.) And even though Britney's personal life is a mess, her perfumes, Curious and Fantasy, made $84 million last year.
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