Scent List: 5 Video Product Placements

Britney's "Hold It Against Me" video

Landing in the Top 5 of this week’s VH1 Top Video Countdown are Britney Spear’s “Hold It Against Me” (at no. 1) and Avril Lavigne’s “What the Hell” (at no. 5). Both videos are noteworthy to celebrity fragrance aficionados for featuring each singer enjoying a spritz of her latest scent.

5 favorite celebrity perfume product placements in music videos:

1). Mariah Carey’s Forever. Directed by her husband, Nick Cannon, the video for “Angels Cry” shows Mariah in the recording studio where her Forever eau de parfum, the bottle and its box, are prominently displayed. In the video, Mariah dabs herself with Forever, then shares the fragrance with a woman who appears to be the girlfriend of R&B star Ne-Yo, who duets with Mariah on the ballad. “Angels Cry” peaked at #26 on the US Billboard Adult Contemporary chart in 2010.

2). Hilary Duff With Love. Hilary Duff launched her first fragrance, With Love, along with a hit single of the same title. Directed by Matthew Rolston, the pop song’s video was also a bit of a commercial for its namesake’s perfume. In the full-length video, actor Kellan Lutz (of Twilight) is lured by the scent of With Love to follow Hilary through a hotel lobby and onto an elevator where the couple shares a kiss and passionate embrace. “With Love” reached #1 on the US Billboard Hot Dance Club Play chart in 2007.

3). Christina Aguilera’s By Night and Christina Aguilera (2007). Among Christina Aguilera’s accessories in the highly stylized video for “Not Myself Tonight,” are bottles of her eponymous 2007 fragrance and its 2009 flanker By Night. As directed by Hype Williams, naughty girl Christina, sprays herself with By Night before jumping into bed with a sweaty young man. The implication: good girls wear Christina Aguilera; bad girls wear By Night. “Not Myself Tonight” peaked at #27 on the US Billboard Hot 100 chart in 2010.

4.) Avril Lavigne’s Black Star and Forbidden Rose. While Christina Aguilera chooses one fragrance over another, pop star Avril Lavigne wears both of her signature scents, Black Star and Forbidden Rose, in her “What the Hell” video, directed by Marcus Raboy. After getting out of bed, Avril takes a quick spritz of Forbidden Rose, kicks her boyfriend out her room, then layers on a second fragrance, her debut scent Black Star. “What the Hell” is currently #22 on the US Billboard Hot 100 chart.

5). Britney Spears Circus, Curious and Believe. Although Britney Spear’s latest fragrance, Radiance, takes center stage in the video for her most recent chart-topper “Hold It Against Me,” (see top photo) it is the product placement of three perfumes that puts the video for “Circus” on my chart. Directed Francis Lawrence, the “Circus” video opens with a close-up of Britney’s dressing table – adorned with bottles of Fantasy, Believe and Curious, which she sprays on herself before accessorizing with another product placement: Bulgari earrings. Curiously, Britney does not wear Circus Fantasy in the video. “Circus” debuted at #3 on the US Billboard Hot 100 chart in December 2008.

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