Bethany Mota is taking her signature scent viral.
This story first appeared in the June 27, 2014 issue of WWD. Subscribe Today.
The 19-year-old YouTube fashion and beauty vlogger is entering the world of fragrance with Bethany Mota Signature Fine Fragrance, a collaboration with teen retailer Aéropostale.
“What I show on YouTube [in terms of fashion and beauty] is pretty girly, but it also has a bohemian side,” said Mota. “I incorporated what I like into the fragrance, but also what I think my viewers are going to like. For the most part, [my viewers] have similar tastes to mine.”
Mota, who created her YouTube channel Macbarbie07 in 2009 and boasts more than six million subscribers, teamed with Aéropostale in 2013 to create a clothing collection. This latest effort, slated to launch July 27, marks her first go at fragrance.
“[Aéropostale] tries to be connected to that teenage customer, whether it’s music, television or whatever she’s following online,” said Emilia Fabricant, executive vice president of Aéropostale. “We wanted a girl that our customer can identify with. Bethany was and is an Aéro customer and she is able to speak directly to her and connect with her. Bethany is authentic to the teenage girl.”
The juice, developed by Beth Pritchard of Sunrise Beauty, fuses top notes of bergamot, red berry mélange and white peach; a heart of cotton candy, praline and strawberry flower, and a drydown of vanilla sugar, crystallized musk and creamy wood. Aéropostale characterizes the fragrance as a floral fruity gourmand.
Designed as a nod to Mota’s flirty, bohemian style, the heart-shaped bottle is dusted with gold and topped with a cap that includes tribal details and charms that consumers can add to a necklace. The packaging is finished with a black bow to represent the vlogger’s love of the hair accessory. The scent will be priced at $25 for a 1.7-oz. eau de parfum spray and $12 for a shimmer perfume roller ball and will be sold at all 850 Aéropostale doors and on aeropostale.com.
To market the scent, Mota will be on hand at Aéropostale’s flagship in Times Square for the retailer’s back-to-school event on July 28. On the day of the launch, the retailer will stock 90,000 fragrance cartons with golden scratch-off tickets. Five of the 90,000 ticket recipients will win a trip to New York City to meet with Mota. The rest will get an Aéropostale discount. Also, Mota will promote her fragrance on her social media channels and the brand will sample the scent in store.
Even though the teen vlogger is busy creating more content on her YouTube channel and designing a new clothing collection for Aéropostale, she hopes to one day enter color cosmetics.
“With the experience I’ve had so far with fashion, [my viewers get excited],” said Mota. “I think [my fashion sense] would translate very well into beauty products.”
While executives declined comment on projected sales, industry sources estimated that Bethany Mota Signature Fine Fragrance could do $4 million at retail in its first year on counter.