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.
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
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“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
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