Fragrance house

Jade Goody

Jade Goody was a celebrity fragrance brand created around British reality-TV personality Jade Goody, whose public profile began with Big Brother in 2002. In April 2006, Living TV documented Goody’s attempt to develop a fragrance for the top ten, and a new fragrance launched exclusively through The Perfume Shop on 20 June 2006, with a four-week exclusive retail period before wider availability. Jigsaw ESL was identified as the company behind Goody-endorsed perfumes, with The Perfume Shop and Superdrug among the venture’s important retail channels. A defining fragrance example was Shh..., which topped The Perfume Shop’s best-seller list for four weeks and sold more than 200,000 bottles. The retailer withdrew Shh... from its 150 UK stores in January 2007 after the Celebrity Big Brother controversy involving Goody and Shilpa Shetty; Goody later launched a second perfume, Controversial.