Coty Beauty is shining a spotlight on another side of country superstar Shania Twain this fall with the launch of her second perfume, Shania Starlight by Stetson.
Coty signed the country-pop singer in September 2004 to help reintroduce the Stetson brand to women. Twain's first scent, Shania by Stetson, hit shelves soon after.
"Our first launch was an iconic fragrance where we established Shania as a country music star, and she made a significant impact in broadening our appeal for women of all ages," said Steve Mormoris, senior vice president of global marketing for Coty Beauty.
"I enjoyed the first experience so much that I wanted to do it again, and this gave me a chance to explore new things," said Twain, who was wearing a sparkling Derek Lam top at the launch party held yesterday. "The fragrance has a sense of maturity, while being sexier and more sensual. I want women to feel luxurious and glamorous while wearing it."
Coty executives hope to show off a different side of Twain for the second fragrance, aiming for a more feminine scent not so closely associated with country music.
"The new one is more exuberant and glamorous, and we are presenting her as a more romantic figure in a satin white dress," said Mormoris. "It's more dreamy and less visually rooted in country images. We're building Shania as a mass market brand and offering it to consumers in a beautiful and elegant way."
Twain showed off a new side of herself to executives during the fragrance's development process, as well.
"It's a challenge for me, because when you're fragrance shopping, you know what you like and don't like, and there's no gray area," said Twain. "Creating a fragrance is much more complex and takes so much creativity because it's like making your own recipe."
Developed by Givaudan's Caroline Sabas, the fragrance is described as a "fruity floral" with top notes of mandarin and lemon, apple blossom and white freesia; a heart of star magnolia, dewy gardenia, night blooming jasmine and musk, and a drydown of creamy sandalwood, cashmere woods, sugi wood, tonka and amber. According to Mormoris, the first fragrance was considered a floral.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)