Money In A Bottle: The Celebrity Scent BusinessNPR Business: All Things ConsideredUpdated November 9, 200910:00 AM ET BRIAN REED

iThe recording artist 50 Cent during a television interview. The artist also made an appearance at Macy's to debut his new fragrance, Power by 50.Amanda Schwab/StarPix via AP

If you walk down the cosmetics aisle of any big store, you might mistake the perfume collection for the guest list to a Hollywood party.

Nowadays, there are more new fragrances released in a year than there were in the 1970s and 1980s combined. The numbers are staggering — at least 500 — each year. So perfuming is a competitive game.

Still, customers bought more than 3 million bottles of celebrity fragrances from department stores last year.

And this week, there's a formidable new player on the scent scene — rapper 50 Cent.

"I really feel like it's the smell of success," 50 Cent says of his new fragrance, Power by 50.

Success is literally wafting in the air at Macy's in Midtown Manhattan. Fans stream out the door and around the block. If they buy a bottle of his new cologne, they get to take a picture with 50 Cent.

Laquana Booker from New Jersey waited in line for four hours for the opportunity. Why? "I love 50," she says. "You know, he's a great businessman of our time and he's young and he's a great inspiration for me."

A Scent CriticPerfume is such a big industry that The New York Times even has a scent critic to cover the smells. His name is Chandler Burr and he sprays this reporter with Britney Spears' Midnight Fantasy."Smell that," Burr says. "It's a very sweet perfume — it's a luscious perfume. It is a wink at itself. And it's sort of funny because if you took Britney Spears and you added 5 pounds of quality, this is what you would get."

Burr says fragrances like Midnight Fantasy are the best way to capitalize on celebrity. They're better than clothes, music and even movies. That's because the cost of creating a perfume can be relatively low. The perfume house doesn't have to pay for the "juice" — that's industry slang for the stuff inside the bottle. A different company — a fragrance manufacturer — develops it free, then the two firms share the profits.

"It is the single best tool for monetizing celebrity that's ever been created in the history of the world," Burr says of perfume. "It is a kind of financial alchemy the likes of which we've never seen."

Still, not all celebrity scents are necessarily best-sellers. They account for just about 10 percent of fragrance sales, per market research firm NPD. But where their value comes in is publicity.

"The beauty of a celebrity, unlike a designer brand, is there is consumer knowledge of this brand or product from the moment you hit the counter," says Carlos Timiraos, vice president of global marketing for celebrity brands at Coty Prestige, a perfume house based in New York.

Message On A BottleCoty develops perfumes for Jennifer Lopez, Gwen Stefani and Sarah Jessica Parker. Timiraos says having one of those names on a bottle saves millions of dollars in advertising.

Even so, Timiraos thinks the celebrity scent craze may not live for much longer. He still gets about 20 new pitches a year. But there are only so many celebrities — and not all of them possess enough olfactory gravitas.

At Macy's, however, the smell of celebrity doesn't seem to be fading any time soon.

Booker, the woman from New Jersey who waited hours for one bottle of 50 Cent's fragrance, comes back to buy a second bottle. She's grinning like a young girl in a candy shop.

"I think that whatever he touches is gonna turn into gold," she says. "It's him; it's not the perfume. I can't explain it, it's like an energy you carry. And people love that."

She says she'll buy any product associated with 50 Cent.

To Pitbull's Fans Around The World, 'Dale' Is A Way Of Life

NPR--Code Switch: Word WatchUpdated August 25, 20149:25 AM ET CRISTINA SILVA

In our semi-regular Word Watch feature, we take a look at a word or phrase that's caught our attention, whether for its history, usage, etymology, or just because it has an interesting story.Miami rapper Pitbull has become a forceful presence on social media, with teenagers and music lovers of diverse ethnicities mimicking and mocking his bilingual swag, particularly his frequent use of the Spanish word dale.

i

Cuban-American rapper Pitbull has popularized the Spanish expression "dale" among fans all over the world, including non-Spanish speakers.Felipe Dana/AP

It's unclear if Pitbull fans know the origins of his catchphrase, but that hasn't stopped them from turning it into a popular hashtag on social media sites like Facebook, Twitter and Instagram. They have used it when talking about Pitbull's music, but they also cite it while joking with friends or when in a festive mood, almost as punctuation or slang.

Olivia Coyne, 15, of Boston, doesn't speak Spanish, but she does speak Pitbull, especially on Twitter. Dale is "more than a catchphrase, it is inspirational," she says. "Just keep working hard and don't look back, keep looking at what is ahead."Afshin Gholizade, 18, of Tehran, said he knows all of Pitbull's lyrics and likes to dress up like the bald rapper. "It means, 'let's go,'" says Gholizade, who also doesn't speak Spanish or have any ties to Latino culture, but uses #Dale frequently on Twitter. "I learned how to live in life from Pitbull."To be sure, not everyone is a fan. Confusion about the word has also inspired a handful of "What does 'dale' mean?" inquiries on Google, Yahoo Answers andSpanishDict.com.Dale, like so many words and expressions in Spanish, has a fluid definition that varies among countries and cultures. Pronounced "Dah-lay," it essentially means "give it" or "go ahead" in English. It can be a nod of encouragement or a forceful demand. It's also flirtatious, a warm coo of a sexual invitation. It has always been popular in Latino culture, but Pitbull has helped introduce it to a more mainstream audience.In "The Anthem," one of his many risqué tracks, Pitbull and frequent collaborator Lil Jon call out "dale" more than 25 times in between shouts of "get nasty, get freaky, you sexy, you fine." In "Toma," Pitbull is even more direct. "Let me see you act like an animal straight out the cage, baby. Dale," he implores.

The softer side of Pitbull's dale repertoire can be found in 2011's "Give Me Everything," where Pitbull raps, "I can't promise tomorrow, but I promise tonight. Dale." He also gives dale the PG-13 treatment in "Feel This Moment," his ubiquitous collaboration with Christina Aguilera. "Oye, mamita, come on, dale," Pitbull spits, before noting that his global success has found him, "long ways from the hard ways."Pitbull has widely embraced #DALE on his social media accounts. More recently, he used the hashtag while posting a picture of his honorary degree from the non-accredited Doral College in Florida. He also used #DALE on Instagram in a string of recent posts recapping his performance at the World Cup opening ceremony in Brazil.The catchphrase has helped Pitbull stand out in a robust pop star market, said Jeetendr Sehdev, author of the upcoming book Superstar: The Art & Science of Celebrity Branding."Millennials like popular, uplifting messages that mean 'Yes.'" Sehdev says. (Think "YOLO.") "They may not understand it literally, but they understand it emotionally."

Dolores Inés Casillas, a Chicano studies professor at University of California, Santa Barbara, said she was excited when she first heard Pitbull use dale in his songs and later when his followers claimed the word on social media. Casillas said the trend reflects shifting demographics and the growing influence of Spanish speakers in the United States. But it also reminds her of home. Casillas is the daughter of Mexican immigrants and dale ganas, or "give it your all," was a frequent prod from her father."I think of it almost as this immigrant work ethic," Casillas says. "As soon as I saw daleas a hashtag, I was like, wow, something's working ... They are understanding a sentiment that's not easy to explain."

With his debonair suits, catchy beats and multicultural appeal, Pitbull has remained a relevant voice in the music industry for nearly a decade with a series of club bangers and musical collaborations that have helped broaden his fan base and appeal. The Cuban-American performer has teamed up with everyone from Jennifer Lopez to Ke$ha, and while his rhymes don't garner the same kind of respect as rappers Drake, Kendrick Lamar or Kanye West, his songs do very well on pop music charts and radio stations.

Pitbull first made a splash in music in 2004 with his catchy hit "Culo." There was not adale to be found in that vulgar ode to romps, but the rapper made up for the oversight by liberally peppering the expression in nearly every subsequent song.He is somewhat of an odd personality in the Latin crossover market because he isn't cut from the same heartthrob cloth as Enrique Iglesias or Ricky Martin, and he doesn't seem as artistic as big talents like Marc Anthony and Calle 13. He's closer to southern rapper Ludacris, the guy who gets la fiesta started and is in on the joke.After Wal-Mart promised to send Pitbull to the store that got the most "likes" during a marketing contest on its Facebook page, the rapper's haters organized a viral campaign to send him to the most remote Wal-Mart possible using the hashtag #exilepitbull. Pitbull made the trip and tweeted: "I hear there's bear repellant at Kodiak, Alaska... daleeeeeee!"A foreign word likely would have taken longer to become part of the mainstream lexicon in the past, but the nature of social media has quickly allowed dale to make a notable impact in part because of Pitbull's many bilingual fans, said Tomas Gomez-Arias, a global branding expert at Saint Mary's College of California."They can take the best of both languages," he says. "The expression takes a life of its own."

Gomez-Arias, a native of Spain, said he grew up with dale as a popular colloquialism. It's become a symbol of affection, he says, but he isn't sure whether dale will one day experience the same worldwide appeal Pitbull has enjoyed."I would be surprised to hear Celine Dion say it," he says.

To Party Like Rock Stars, They Suggest Buying Their Booze

NPR—The Salt: What’s on Your PlateUpdated January 5, 20125:40 PM ET KRISTOFOR HUSTED

At the national release of "AC/DC The Wine" in Melbourne, varieties included Back in Black Shiraz, Highway to Hell Cabernet Sauvignon and You Shook Me All Night Long Moscato.William West/AFP/Getty Images

The year 2011, it seems, was a good one for celebrity booze. The famous fellows who launched their own labels this year weren't your run-of-the-mill rappers touting trendy liquors or champagnes, though. (I'm looking at you, Diddy.) Instead, several aging rockers, a professional athlete, and an actor decided the time had come to hawk wine, spirits or beer.Let's start with Hanson, the Jonas Brothers' golden-haired predecessor of the late 1990s. The band of three brothers – who have since hit puberty and chopped off their lengthy locks – announced a venture into beer-making during a talk at the Oxford Union in November, the London Express reported.

Before you ask, yes, they are all well over 21 now. In fact, they are all married with children. The brothers' first beer, an India pale ale aptly dubbed MMMHop, will launch sometime next year.

Retired Houston Rockets center Yao Ming ventured into the wine game with a 2009 Napa Valley Cabernet Sauvignon. His luxury label, Yao Family Wines, is being marketed exclusively in China, according to a Wall Street Journal report.But why use a basketball player to sell wine? Well, Yao is so loved by fans that he earned a starting spot in the NBA All-Star game 8 times based on fan votes – despite only playing a handful of regular season games in his final seasons. Some angry sports writers attribute this in large part to his devoted fans across the Pacific.So, who better to sell American wine to Chinese customers than the hometown hero? Most imported wine in China comes from France, so Yao jumped at the opportunity to help export American grapes, the Journal reports. One bottle of Yao's Cabernet Sauvignon will fetch $289 in 2012 when it's available for purchase.The team of wine experts that Yao has partnered with clearly had an ambitious plan in hand. "Taking on a celebrity can help you get some ears and eyes," Brian Steinberg, TV Editor of Advertising Age, tells The Salt.Meanwhile, the celebs themselves get something out of it, too. "It's more of a fun, experimental and possibly profitable venture for them," says Steinberg. "If it fails, it's okay."

There also seems to be a market for celebrity-branded booze down under. The Shoutreports that AC/DC has partnered up with Woolworths in Australia for initial domestic distribution of a few wines. Now, with your dinner you can have Hells Bells Sauvignon Blanc. And why not have dessert with You Shook Me All Night Long Moscato?Train took a page from AC/DC's songbook when it launched two wines through its Save Me, San Francisco Wine Company: a 2009 Petite Syrah called Drops of Jupiter and a 2010 Chardonnay called Calling All Angels. On the band's blog, guitarist and oenophile Jimmy Stafford wrote that part of the proceeds of Drops of Jupiter will go to charity. The same wine was featured in a top 10 wines under $10 list by Wine Enthusiast.Musician Dave Matthews and actor Adrian Grenier rounded out the grapes category for the year with eco-friendly wines. Matthews introduced a few Sonoma varietals under the label The Growing Tree and Grenier and a partner debuted a sustainable wine called SHFT.On the liquor side, Toby Keith threw his cowboy hat into the ring with his Wild Shot mescal. He told Bloomberg Businessweek, "All the whiskey's already spoken for...and everyone's got a vodka, and one of my buddies does tequila... [But] there was no one doing mezcal."Steinberg says we will probably be seeing more celebrities stepping into the alcohol market in the future.

Here's hoping Hanson's IPA — and anything else headed for the market — won't taste as sugary sweet as the band's pop-infused scatting in 1997's "MMMBop."

The Ice Bucket Challenge And Other Good Causes: Do Stars Really Help?

NPR—Goats and Soda: Stories of Life in a Changing WorldUpdated August 22, 201412:27 PM ET ROFF SMITH

Tom Hiddleston takes the Ice Bucket Challenge. The actor is one of many stars taking part in the campaign to raise money for ALS.via YouTube

It's been the social media hit of the summer — some of the world's biggest celebrities dousing themselves with buckets of ice water to raise money for ALS (amyotrophic lateral sclerosis), better known as Lou Gehrig's Disease.

Just about everybody who is anybody seems to have done the Ice Bucket Challenge, from Bill Gates to Lady Gaga to LeBron James, who's challenged President Obama to step up. The idea is that the challenged individual either has to donate $100 to the cause or be doused with ice water. Good sports do both – then pass on the challenge to someone else.

Between the A-listers and the millions of lesser-known mortals who have joined in, the Ice Bucket Challenge has raised an estimated $15 million to fight the debilitating disease in just a few short weeks.

iJustin Bieber may have a bad boy side, but the angelic Bieber launched a campaign to raise money for victims of Typhoon Haiyan, which struck the Philippines last year. Here, he visits a Filipino elementary school. And he took the Ice Bucket Challenge — twice. And urged Beliebers to do the same.Jeoffrey Maitem/Getty Images

That's impressive, but it's just a drop in the bucket — so to speak — of the $300 billion or so raised for charities and aid organizations in the U.S. alone each year. And in the fund-raising appeals, celebrities readily lend their names to a raft of causes, from combating cancer to removing land mines.

But how much influence do celebrities really have when it comes to convincing us to support a charity? While celebrity endorsements in the commercial world are clearly seen as good value (why else would companies pay millions), studies on the impact of celebrity spokespeople for charities give conflicting results.

The principles behind celebrity endorsements are much the same, whether you're selling running shoes or compassion, says Julie Ruth, associate professor of marketing at Rutgers University Business School and an expert in brands and consumer behavior."People who are less knowledgeable about a product or an issue are more likely to take their cues from a celebrity endorsement," she says. "So if I don't know much about land mines, say, but I see that Angelina Jolie is involved that might draw my attention. If I think Angelina Jolie is good, cares, spends time and effort in finding out what's important, or if I just plain like her, then I might rely on that in judging whether the charity is worthy of my consideration."

On the other hand, a study released last week by British academics appears to throw cold water on the idea that celebrity endorsements make much difference when it comes promoting causes and raising funds.

iAngelina Jolie visits a displaced family at an Afghan Resettlement Camp in Islamabad, Pakistan.Jason Tanner/AP

Household names don't seem to register with the public in the field of charity and distant suffering. In two surveys, each involving over 1,000 people, Professor Dan Brockington of the University of Manchester and his coauthor displayed a list of seven internationally known charities and aid organizations and asked respondents if they could link any celebrity to the groups. Two-thirds of those surveyed could not.

"Our survey found that while awareness of major NGOs [non-governmental organization] brands was high, awareness of celebrity advocates for those brands was low," they wrote in an article published online in the International Journal of Cultural Studies. "Instead it was plain from the focus groups that most people supported the charities that they supported because of personal connections in their lives and families which made these causes important, not because of the celebrities."

Another study, by Professor Martin Scott of the University of East Anglia, which was published in the same journal, found that among a focus group of 108 people who had been asked to keep diaries about their thoughts on poorer countries, only six percent of their entries mentioned celebrity humanitarianism. Nearly all of those mentions were in the context of an upcoming national charity telethon that had been given wide publicity during the period of the study.

"Overall the results of this research suggests that celebrities are generally ineffective in cultivating a cosmopolitan engagement with distant suffering," he wrote. Indeed, the British researchers found that it was the celebrities themselves that tended to benefit most from the exposure, in terms of improved public perception and positive images, regardless of their own in doing the charitable work.

A Rutgers School of Business study published last year, however, suggests it might just be the British research that's all wet — or at least bit damp.

Recall tests may not be the best way to gauge the effectiveness of celebrity involvement with a charity, says Ruth, who coauthored the study with associate professor of accounting Erica Harris, also of Rutgers School of Business. "People oftentimes cannot recall ads or they cannot connect an ad with the brand. Marketing communications can still have an impact even if people cannot recall certain elements of them. Honestly, I think I would have been surprised if surveyed respondents would have been able to link specific celebrities with charities."

The Rutgers study, which relied on statistical analysis of the fund-raising campaigns of 500 charities and aid organizations, found a definite, quantifiable and statistically significant upward blip in the efforts of charities who used celebrity endorsements as opposed to those that did not.

Those with celebrity spokespeople enjoyed an average 1.4 percent improvement in donations over those without celebrity affiliation, and were also able to reduce their overheads and promotional costs by 1.9 percent thanks to the free publicity generated by linking a famous name with the cause.

Although the quantifiable boost in donations was smaller than the researchers had expected, it was nevertheless significant, representing an average of $100,000.

Less readily quantifiable, but still important, is the enhanced public perception a celebrity can give a charity. "A brand that is able to break through the clutter of marketing messages by being associated with a well-known, attractive expert endorser is typically perceived to be more credible and more likable," says Ruth. "Both of those aspects — credibility and likeability — add value to a brand.

The fame that a celebrity brings to the table allows organizations to cut promotional costs and dedicate more of their resources to their core activity something that in turn has a positive impact on public perception and their willingness to donate.

Intriguingly, the Rutgers study showed that the presence of A-list celebrities in a campaign as opposed to regular run-of-the-mill celebrities made little difference in attracting donations. Using an A-lister pushed the 1.4 percent average donation boost to 1.5 percent, suggesting that charities can get more bang-for-the-buck with lesser known stars.

As for the charities themselves, they seem quite happy to continue using celebrities and quite content with their success rates. "Celebrities have a unique ability to reach millions of people, many of whom may not normally be engaged on the suffering of the world's children," Jane Cooper, UNICEF's director of communications in the UK, said in a statement released by the charity.

"Following Tom Hiddleston's engagement with UNICEF UK, for example, a group of his fans calling themselves 'Hiddlestoners Have Heart' spontaneously set up their own online donation page and raised more than £30,000 for our work."

As for the Ice Bucket Challenge, the ALS Association has reportedly seen donations surge by more than 750 percent compared to the same three weeks in 2013. Celebrities surely deserve some of the credit.

And the challenge has been good for the celebrities too. "Just when we thought it wasn't possible to love Tom Hiddleston any more than we already do," wrote a journalist in London's Metro newspaper, "he's gone and surpassed himself with the ALS Ice Bucket Challenge."