• by Christine Bittar , January 15, 2007

Procter & Gamble has cut its first celebrity fragrance licensing deal--with Grammy-nominated singer Christina Aguilera.

The deal, with P&G's Prestige Products unit, follows earlier reports that the Cincinnati packaged goods giant is actively looking to grow its beauty business.

In late December, industry watcher Gary Stibel of New England Consulting Group told Marketing Daily that licenses were one way that P&G might try to grow its Prestige Products business. In addition, he speculated, P&G may also be in the market for a large beauty acquisition. P&G's Prestige Products currently markets such brands as Dolce & Gabbana, Hugo Boss, Gucci and Valentino.

The Aguilera fragrance will target consumers in the 15-25 age range. The deal is a first for P&G, with beauty companies including Coty, Elizabeth Arden, Avon and even Estee Lauder being the active celebrity fragrance marketers.

The launch date and support plans were not available, but it's very likely that P&G will use Aguilera's music to some degree in marketing for the brand.