Branding and Marketing.
Not having a recognizable brand via an already well-known name (i.e. clothing designer or celebrity) will cause your fragrance to become lost in a sea of choices for the consumer.
It may be a better strategy to go to some minor celebrity and influence them to let you use their name/endorse. I mean, even tracking down the actor who portrayed ole "Cooter" from Dukes of Hazzard, convincing him, slapping his image on the bottle and calling it "Coots" is better than putting out your own brand "Aqua di Dukes" -- even if you have to add a little "roadkill note" the the product.
"Be creative", is my point. You could have the best smelling thing in the world and no one will buy it without some motivation.