This season is all about celebrity fragrances and celebrity endorsements.

Hair is like our security blanket. Without hair we feel totally exposed. It's like standing naked in front of the entire world.

Just like younger people like to experiment in their personal lives with dating different people, it is the same thing with fashion, music, even perfumes. They want what is hot right now.

The advertisement still has to be creative. Additionally, the consumer wants to see the celebrity 'on the job', i.e. in a known role or stereotype.

Get your product out there and get immediate impact without having to pay for a celebrity endorsement. That's the goal. Just get a picture of them holding the product.

If you say a modern celebrity is an adulterer, a pervert and a drug addict, all it means is that you've read his autobiography.