Alexander Skarsgard

Fragrance: Sweet success

Fragrance: Sweet success

In 1954, when Marilyn Monroe was asked what she wore in bed, she famously replied, "Why, Chanel No. 5, of course." And sales of the perfume skyrocketed.

That was a free endorsement, back when there was such a thing. Hollywood and the fragrance industry have been intertwined ever since, with celebrities competing for high-profile endorsement deals, or creating and marketing their own scents, and luxury brands hiring big-name directors and ratcheting up the production values of their advertising campaigns to rival big box office releases.

This fall brings a new array of perfumes starring famous faces in print and film campaigns, most notably Gucci Premiere, which...

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