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.
Breaking: @cushnieetochs’ co-founders @carlycushnie and @ochsmichelle are parting ways. After a 10-year run, Ochs is leaving the brand. Get the full story on WWD.com – link in bio. #wwdnews #wwdfashion
@maybelline’s Kanako Takase had snow bunnies in mind when creating the beauty look for @philipppleininternational. Playing off of the bedazzled snowboards in the collection, Takase mixed two highlighters together for a luminous sheen. #wwdbeauty #nyfw (📷: @jilliansollazzo)
“There’s a huge gap between the old way of doing things and today. It takes the youth to help evolve that. You have to count on the kids today to help lead you into the future. A lot of these retailers are stuck in the past. Communication is the biggest thing,” said @ronniefieg of @kith on the youth’s role in retail. On Monday night, Jeff Staple moderated a keynote session with Fieg and @syresmith at Assembly - a series of workshops, talks and keynotes addressing topics or issues in the apparel industry. Head to WWD.com to read more advice from Fieg and what Smith thinks of his dad @willsmith’s Instagram account and sustainability (📷: @weston.wells)
@joansmalls closed the @michaelkors fall 2018 show in black sequined pants and a varsity T printed with 19 on the front and 81 on the back. 1981 – the year Kors went into business. #wwdfashion #nfyw (📷: @giovanni_giannoni_photo)
“You think your life is going to be a certain way, and nothing you thought would happen ends up happening. Never in my wildest dreams did I think I’d be designing clothes and working with Mickey Drexler, and building something I’m deeply proud of,” said Jenna Lyons. Nine months after leaving @jcrew, Lyons is exploring the meaning of happiness. Read the interview, where Lyons talks about reinvention and more on WWD.com – link in bio. #wwdfashion (📷: Farrell) #jennalyons #jcrew