NEW YORK — Coty Beauty is out to show Celine Dion is more than a one-hit wonder in the fragrance department.
Later this year, the pair will launch an encore scent called Belong, which aims to duplicate the rousing success of Celine Dion Parfums and its flanker scent, Celine Dion Notes.
The house of Celine Dion — as Coty executives refer to the celebrity’s growing fragrance portfolio — already has amassed global retail sales close to $100 million. The addition of Belong is expected to bump retail sales across the franchise to $120 million. Industry sources estimate celebrities earn 3 to 5 percent in royalties, meaning Dion could take home $3.6 million to $6 million, not including any signing bonus she may have received.
The singer’s sophomore effort, which hinges on the tag line “Belong to the moment,” is designed to reveal the candid, offstage personality of Dion.
“This fragrance is about celebrating life,” professes the performer in a mood video that will be shown in some retailer accounts. “Let the world see the real you and always belong to the moment. It’s about a women’s inner beauty, her confidence, her passion, and her sensuality. It’s the way I like to feel about myself.”
The ‘real Celine’ concept was crafted to broaden the celebrity’s appeal to a more youthful demographic — women 30 years old. Like her music, her original scents resonated overwhelmingly with women in their mid- to late-30s.
“We tried to make the concept more fresh and vibrant, and, therefore, a bit younger,” commented Eric Thoreux, president of Coty Beauty Americas. “The new fragrance reflects where Celine is right now in her life.”
In Coty’s view, Dion’s dynamism is what will expand the franchise. “We are going to evolve this fragrance business as Celine evolves, and whatever path she takes with her career and her life, we’ll see as a potential opportunity,” said Marsha Brooks, vice president of new business development for Coty Beauty.
Coty has leveraged the star persona of Dion for Celine Dion Parfums, the more romantic side of her for Notes and now her candid demeanor for Belong. Thoreux also noted Celine’s role as a doting mother and her status as an empowered woman, who balances career and family, as potential fragrance concepts to explore in the future.
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