Taylor Swift is heading back into the fragrance category in September with Wonderstruck Enchanted, a flanker to her hugely successful Wonderstruck, which launched last September.
“Wonderstruck Enchanted is the next chapter in the story of my Wonderstruck fragrance,” Swift said to WWD via e-mail. “Wonderstruck is about that moment when you instantly feel a connection to someone, but then there’s that feeling of being completely enamored — enchanted — when you know a little more about that someone and still feel that strong connection.”
“Wonderstruck was such a huge success for us — we wanted to carry momentum forward,” said Lori Mariano, director of global marketing for the brand at Elizabeth Arden, Swift’s fragrance licensee. While executives declined comment, industry sources estimate that the first scent has done at least $50 million at retail globally since its launch.
Wonderstruck Enchanted is an Oriental gourmand, concocted by Swift working with International Flavors & Fragrances perfumers Loc Dong and Jean-Marc Chaillan. Top notes include wild berries, passion fruit and pink poppy; the heart is of peony swirls, sugar-glazed champaca petals and blooming white freesia, while the drydown is of white musk, hypnotic vanilla and blond woods.
The collection includes eaux de parfum in two sizes, 1.7 oz. for $49.50 and 3.4 oz. for $59.50, as well as a 0.33-oz. rollerball for $18 and a 6.8-oz. body lotion for $29. At launch, the line will be carried in about 3,400 U.S. department and specialty store doors, as well as selected stores in Canada, Australia, New Zealand and travel retail. While executives declined comment on projected sales, industry sources estimated that the scent would do about $40 million at retail globally in its first year on counter.
For the new scent, the original purple Wonderstruck bottle has been reimagined in a bold crimson with Wonderstruck’s signature iridescent finish, along with charms — also a signature of the first fragrance. The Wonderstruck Enchanted charms include a bird, flower, leaf and sparkling crystal, all with antiqued finishes.
Geri Archer, vice president of North America marketing for the brand, noted that print advertising, featuring Swift and developed by KraftWorks and Swift in cooperation with Arden, will break in October books. While details are still being finalized, the campaign will also include TV, radio and a significant digital offering which will include Facebook, Twitter, Pinterest and Tumblr elements, said Archer. Scented pieces will include fragranced tattoos and locker fresheners.
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye
“It’s passion that helps get anybody to a certain point and it’s what’s propelled me,” said Kith founder @ronniefieg, one of WWD’s 40 under 40: a group of industry notables who are changing the face of retail, fashion and beauty. Fieg, who opened a Manhattan flagship on October 7, began his career at age 13 as a stock boy and salesman for footwear chain David Z. “I think staying true to [my] beliefs, hard work and passion have gotten me to where [Kith] is today.” See the rest of the 40 at WWD.com. (📷: @vsteves) #wwd40
25-year-old @samweaving is about to break out this fall, starring in Netflix’s horror film “The Babysitter,” fittingly out today on Friday the 13th. That’s not the only place you’ll be seeing her, though — Weaving’s got a role Showtime’s “SMILF” and another alongside Frances McDormand and Woody Harrelson in “Three Billboards Outside Ebbing, Missouri.” Though she’s got a full plate at the moment, there’s one role she’s got her eye on: Marilyn Monroe. “I’m a little too young at the moment, but it’s on my bucket list,” the actress told WWD (📷: @dandoperalski) #wwdeye
BFF's Poppy Jamie and Suki Waterhouse celebrated the launch of their bag line Pop x Suki at Nordstrom last night. "The line is really about our friendship, and how we are so different but complement each other," said Waterhouse. 👯 (📷: Katie Jones) #wwdeye
After designing the new @louisvuitton and @bulgariofficial flagships and a @chanelofficial boutique opening in Japan, @petermarinoarchitect has another project on his plate: The Lobster Club. Located in the Seagram Building, it’s the famed architect’s first restaurant project in New York, serving up modern Japanese brasserie-style cuisine. Bronze hues, bespoke material detailing, blush and chartreuse tones and a heavy emphasis on Picasso can be seen throughout. Mark your calendars for Nov. 1 for the much-anticipated opening. (📷: @clint_spaulding) #wwdeye
Did you know: @carlychaikin of "Mr. Robot" has been painting for about a decade? The actress, who plays Darlene on the show, is a self-taught artist who lists Salvador Dalí and Chuck Close as some of her idols. Chaikin told WWD that painting is a form of meditation for her — A much-needed one given the intensity of "Mr. Robot." See a piece Chaikin is working on at WWD.com (📷: @jilliansollazzo) #wwdeye