Vera Wang has a sparkly treat for her fans this spring: Be Jeweled, the Kohl’s exclusive scent that will hit counters in late April.
This story first appeared in the March 29, 2013 issue of WWD. Subscribe Today.
“Jewels are my middle name,” the designer told WWD. “I have been so obsessed with jewelry forever — on the runway and for myself. And I love the idea of Be Jeweled; it brings that romantic notion of getting ready. Brides bejewel themselves; Indian women are bedecked with their saris, royalty has tiaras. There’s something about jewelry that represents a ritual where you will become dazzling.”
Another influence, she noted, is the energy and excitement of a group of girlfriends headed out for a night of partying.
In addition to her ready-to-wear business, Wang has built an empire at Kohl’s with her Simply Vera collection. It includes clothing, accessories, sleepwear, shoes, jewelry, home and color cosmetics. “We’ve carefully built a lifestyle brand at Kohl’s, and this is right in line with what we’re doing there,” added Wang. “We’re not going to date anyone, but this scent will skew to a youthful sense of romance and fun.”
Lori Singer, group vice president of global marketing at Coty Prestige, noted that Be Jeweled is a radiant fruity floral created with Givaudan’s Yann Vasnier. It has top notes of pomegranate, red current and champagne accord, a heart of passion fruit extract, pink honeysuckle and pink peony, and a drydown of radiant silvanone, cosmone musks, pink sugar crystals and Australian sandalwood.
Eaux de parfum in three sizes — 1 oz. for $45, 1.7 oz. for $52 and 2.5 oz. for $68 — will be offered. The bottle, which lives up to its name with a faceted shape evoking a gem and a neck and cap adorned with purple, pink and champagne stones, was designed by Wilhelm Liden with Jon Dinapoli, Coty’s creative director.
Advertising, shot by Carter Smith, will begin running in May weeklies and June fashion, beauty and lifestyle magazines. The visual is of a group of girls headed out on the town.
“Kohl’s is very excited to launch Be Jeweled, the first exclusive fragrance from Vera Wang that will be available only at Kohl’s department stores,” said Peggy Eskenasi, senior executive vice president of product development for Kohl’s. “The launch of this fragrance builds upon our existing partnership with Vera Wang and we are looking forward to providing customers with yet another exclusive product from one of the most coveted and respected designers in the industry.” Kohl’s currently operates 1,146 stores in the U.S.
Wang launched her first fragrance, referred to as Signature, in 2002. Be Jeweled is the sixth major launch for the brand; counting all limited-edition scents and flankers, Wang has produced 16 scents altogether.
While executives declined comment on projected sales, industry sources estimated that the scent would do about $25 million at retail in its first year on counter.