The beauty industry apparently can’t get enough of Taylor Swift. Barely six months after signing on as the new face of Procter & Gamble’s Cover Girl brand, the Grammy Award-winning singer has signed a deal with Elizabeth Arden to create her own fragrances. The first products are expected to be launched in prestige distribution in fall 2011.
“I have always loved how fragrance can shape a memory…the way certain scents remind you of events and people that are imprinted in your thoughts,” stated Swift, who noted that she will be involved in developing, packaging and marketing the scents and ancillary products which will bear her name. “Lately I’ve been having fun experimenting with combining some of my favorite scents, so I’m really excited about working with Elizabeth Arden to develop my own unique fragrance.”
A concept has not yet been finalized, noted Ron Rolleston, executive vice president of Elizabeth Arden, who declined comment on the length of Swift’s contract and what Arden will pay her. Typically, such deals include an up-front payment of at least $3 million, along with a percentage of sales.
Swift, who will be 21 on Dec. 13, joins Britney Spears, Elizabeth Taylor, Mariah Carey, Hilary Duff and Usher in Arden’s celebrity fragrance stable. “Taylor started to transcend country music after the Kanye [West] thing,” Neil Kraft, president of KraftWorks, told WWD in January, referring to the hip-hop star storming onstage at the MTV Video Music Awards just as Swift accepted the Best Female Video award. “A beauty deal for her would have to be for a youthful, mass brand, because she’s a country star who appeals to the masses.”
Swift’s first beauty deal was the Cover Girl brand endorsement.
Rolleston noted that Swift’s quick rise to stardom coupled with her multiple awards and record sales made her an appealing celebrity for Arden. “Taylor represents as an artist: a role model who inspires her global fan base every day,” he said. “We also like to create fragrances which are conceptual in nature and driven by the celebrities we work with. Taylor is an artist, and the great thing about fragrance is the artistry of it. Taylor is such a terrific storyteller that we want to give her the ability to use her skills in another way, and we believe it’s a great opportunity for us.”
Rolleston added that he expects the core customer for the scent to range from 13 to 24 years old. However, he said, “we also believe Taylor is someone who will reside in the space outside of that core demographic.”
Arden, an early pioneer in promoting its products on Facebook and other social media outlets, will do the same for their latest licensee. Swift currently has more than 11.6 million followers on Facebook and nearly 4.5 million followers on Twitter. According to Nielsen SoundScan, she is also the top-selling digital artist in music history, with more than 28 million digital tracks sold. “Social media is where Taylor’s core fans are getting their information,” said Rolleston. “We want to communicate with her fans in the space they’re in. Social media will be a robust component of this overall brand mix.”
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye