Smelling like Britney Spears appeals to some. As Curious as it may seem, it’s not a Fantasy. Celebrity perfumes and celebrity-endorsed perfumes now claim 23% of the top fragrances in the market. With signature scents from JLo and Paris Hilton, Danielle Steel and Elizabeth Taylor (who started it all), there is no lack of famous fragrance.

But some experts are already warning that the market for celebrity scents is nearing its saturation point as more and more celebrities lend their names to perfumes. Celebrity fragrances can bring in profits from sales to younger consumers but the lifespans of new perfumes are shortening. One assumes they would wane even faster than the popularity of the celebrity involved.

Hopefully, this means that someday, no one will have to endure the stench of Paris as she sizzles.

L’Oreal has signed actress Diane Keaton as a new spokesmodel for the company. Keaton, at 60, still retains that fresh and youthful look despite vowing never to have plastic surgery. Millions will remember her most popular roles as the intelligent but ditzy love interest in the Woody Allen film, Annie Hall, and the casual tomboyish fashions she sported. Spirited, talented and an icon of American beauty, Keaton will be a role model for women of all ages, seeking to find their own beauty style.