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.
This story first appeared in the May 18, 2007 issue of WWD. Subscribe Today.
“This has a more elaborate olfactory structure, with floral fruity notes which create a more energetic and sparkling feel that’s directly linked to the concept of starlight,” said Mormoris.
While developing the perfume, Twain especially enjoyed “smelling all the different scents.”
“The freesia note gives it a femininity, while citrusy notes like mandarin give it an energetic bolt,” said Twain. “The blend of amber with musk makes it more romantic, as well.”
Available in eau de toilette bottles — .5 oz. for $18, 1.7 oz. for $34 and 3.4 oz. for $42 — the fragrance will be available in September in mass retailers such as Wal-Mart, J.C. Penney, Sears, Kohl’s, Ulta and Walgreens.
Mormoris is hoping the broad appeal of Twain’s music once again attracts women of all ages to her latest fragrance.
“It’s clear that she has great longevity as a country music star,” said Mormoris. “When she comes out with a new song or album, she’s immediately recognized. She’s a cornerstone of the country music scene and American culture.”
Industry sources expect Shania Starlight by Stetson to generate $20 million to $30 million in first-year sales. Stetson is currently worth an estimated $55 million.
According to industry experts, Coty will support the launch with a $10 million print and television ad campaign scheduled for the fall, along with additional Internet exposure. Although the TV ad campaign will break in September, a majority of the spots will be aired in December for the holidays. Print advertising will break in 15 books, including women’s fashion, lifestyle and beauty magazines.
More than 50,000 scented impressions also will be distributed, with additional sampling through scented blow-ins and postcards. Coty also is working with Twain’s record label, Mercury Records, on CD tie-ins.
Aside from the fragrance launch, Twain has a big year ahead with a new album on the way for fall 2008.
“I want to come back with a very positive impact. My career is music, so if I can’t focus and write, I have nothing to revolve the rest of my career around. I’m putting together a diary about a new chapter in my life that I’m about to share, and I might write a little more about my own struggles,” she said.