In the past, a single fragrance had a life cycle of maybe six to seven years, because people would stay loyal to a scent for a longer period of time. The life cycle is much shorter now, especially with the younger consumers, who always want the latest product.
People want a celebrity designer they trust and an esthetic to tell them what color and couch goes with which table -- and hers is instantly recognizable.
I suppose retailers could use the airline model and try to pass along costs to consumers. The difference here is that people have plenty of other places to go shopping where they can save money.