The Perfume Shop has dropped Jade Goody's perfume from its shelves following her unacceptable behaviour on Channel 4 programme Celebrity Big Brother.
“The Perfume Shop has decided to withdraw Jade Goody's perfume Shh… from all of its 150 UK stores with immediate effect. This decision will be reviewed once Ms Goody has left the Big Brother house and is in a position to respond to the media in person,” said the company in a statement.
Goody has been involved in a number of arguments with fellow housemate Shilpa Shetty, which have made for uncomfortable viewing, culminating in Shetty accusing Goody of racism yesterday.
Fellow AS Watson chain, Superdrug also displayed a conspicious absence of Goody's fragrance on its website, despite the following, rather optimistic statement issued before Goody entered the house: "Superdrug is preparing stores with additional stocks of Jade’s best selling fragrance Shhh. It is likely that she will be taking stocks of the fragrance into the house as one of her luxury items during her stay."
Other retailers have yet to take action, with Boots still displaying the fragrance gift set on its website retail business this afternoon.
The programme's sponsor Carphone Warehouse has also disassociated itself from Goody's behaviour, asking Channel 4 to remove its logo and advertisements from the programme.
The eventual outcome of this debacle may well have an important bearing on the future of the celebrity fragrance industry. Certain high profile celebrities may have to consider the impact that their behaviour has on sales in future and fragrance houses may well want to consider writing a 'good behaviour' clause into contracts.
Goody isn't the first celebrity to find out the hard way that her endorsement deals are dependent on her maintaining a certain image. When she leaves the house, Goody will no doubt take heart from supermodel Kate Moss' quick recovery from a drugs scandal in early 2006, which saw her lose several lucrative modelling contracts.
