Boity Thulo, the South African rapper and businesswoman, is currently facing a downward spiral with her perfume business. In 2020, she launched her perfume brand, “Pink Sapphire,” which initially garnered some attention. However, since then, the brand seems to have faded into obscurity.
This isn’t the first time Boity has ventured into the perfume industry. In 2018, she had a body spray brand that eventually disappeared from the market. It seems history is repeating itself with her latest fragrance.
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The decline in the price of the Pink Sapphire perfume has caught the attention of social media users, sparking conversations and criticism.
One Twitter user commented, “This Boity perfume went from R595 to R60. She should have promoted it more, like how Bonang promotes BNG and engages with her clients on the timeline.”
Another user added, “I think she believed that just because it’s Boity, it would fly off the shelves.”
This Boity perfume moved from R595 to R60
I wish she could have promoted it more like how Bonang promotes BNG and engages with her clients on the timeline pic.twitter.com/SXuVCU4Pxq
— Aphelele Jody (@ApheleleJody) April 18, 2024
Some users also pointed out the difference in approach between Boity and other successful celebrities turned entrepreneurs. @i_am_bucie remarked, “They were overpriced to begin with.”
@bafanasurprise shared, “This was her product, she was the face. That’s why she didn’t care. She walked away with her paycheck. Bonang usually gets a share in businesses; she is way too smart. She believes in the power of cash flow. Boity just wanted her money.”
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@reenkerk criticized celebrities who rely solely on their name without putting in the necessary work, saying, “They think, ‘Oh, I’m a brand, they’ll buy anything with my name on it.’ Take notes from DJ Sbu.”
It seems Boity’s perfume business is facing significant challenges, and it remains to be seen if she can turn things around. The lesson here is that success in the business world requires more than just a famous name; it requires dedication, strategic marketing, and a genuine connection with customers.
