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.”
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