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And it's not only the apparel sector where celebrities want in. Lopez, Celine Dion, the Beckhams, Moss, Stefani and, most recently, Halle Berry all signed deals with Coty Inc. for scents. Reese Witherspoon signed a fragrance deal with Avon and Britney Spears, Mariah Carey, Christina Aguilera, Timberlake, Sarah Jessica Parker, Usher and Sean "Diddy" Combs are only a few of the other famous names who have fragrance deals.
But for each success, there has been a celebrity brand that failed to take off — or that flared and then flickered rapidly. Jennifer Lopez' collection has gone through numerous iterations; Beyoncé's House of Deréon line had a slow start; Eve's Fetish collection never succeeded and Diddy's women's line never really got off the ground.
That doesn't keep companies from trying again and again, however.
Haim Dabah, founder of Regatta Pacific Alliance, which designs, sources and markets such apparel brands as Simply Vera Vera Wang and Daisy Fuentes for Kohl's, Metro 7 for Wal-Mart and Nicole Miller for J.C. Penney, as well as other private label collections for retailers, said he is in talks with some bold-faced names about doing collections.