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Shania Twain: The Woman in Stetson

NEW YORK — Coty Beauty has invited country/pop signer Shania Twain to “Come On Over” to its bursting portfolio of celebrities. The fragrance company has lassoed Twain’s star power in the hopes of reintroducing its Stetson brand...

NEW YORK — Coty Beauty has invited country/pop signer Shania Twain to “Come On Over” to its bursting portfolio of celebrities. The fragrance company has lassoed Twain’s star power in the hopes of reintroducing its Stetson brand to women. The two will collaborate on a new fragrance due out later this year called Shania by Stetson.

Why put Twain’s name front and center and have Stetson play second fiddle?

It’s simple, commented John Galantic, president of Coty Beauty U.S. “We are ultimately trying to appeal to Shania’s fans.”

Twain has plenty of them, having sold 65 million albums worldwide. “In the end, she’s the star of the show,” said Galantic.

The details — such as the juice, bottle and packaging — are still being finalized. Coty plans to back the launch with $10 million in marketing support. 

Last fall, Coty chose Texas-born actor Matthew McConaughey to be the face and brawn behind Stetson’s men’s fragrances. Despite her Canadian roots, Shania — like her male counterpart — has a country western spirit, which Coty executives say mirrors Stetson’s brand positioning. She also isn’t afraid to break the rules —  when she first burst onto the scene, Shania raised eyebrows in Nashville for baring her midriff. Nevertheless, she is the best-selling female country artist of all time.

Coty has plenty of experience mining the power of musical performers, having created multiple fragrances for Jennifer Lopez and Celine Dion. In the company’s view, scent — like song — evokes a feeling and a mood. Shania by Stetson will bow in July and will include four items, ranging in price from a $8.50 body lotion to a $26 fragrance.

This story first appeared in the February 18, 2005 issue of WWD.  Subscribe Today.