Armani Beauty is betting that Regé-Jean Page can do for its perfume department what Johnny Depp did for Dior (without the controversy).

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Armani follows a well-crafted play in the advertising-driven world of fragrance, where a world-famous face can turn a fragrance into a blockbuster. Dior is a master of this strategy. Charlize Theron has served as the face of J’Adore Dior for two decades, Natalie Portman has held a similar role for Miss Dior since 2011, and Johnny Depp played an important role in the success Dior Sauvage since its launch in 2015.

— Read more in Armani’s big bet on Regé-Jean Page at Industry Update. (And see Why Dior Sauvage has become the best-selling perfume in the world (above any women’s fragrance) from CodeList.

Four of the top five women’s fragrances have remained entrenched for half a decade despite constant efforts to unseat them. Last year alone, fragrance makers launched more than 100 new brands and label extensions, backed by hefty marketing budgets. An estimated $800 million is spent on fragrance marketing each year, according to the firm, from television commercials to billboards to in-store samples and magazine ads.

The problem is that much of that marketing is wasted.

— Read more at Perfume Makers Spend $800 Million on Ads That Apparently Stink at Bloomberg.