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Carol’s Daughter is building its fragrance portfolio with the launch of its first fine fragrance this month called Pearls. Even though Pearls will be new ground for Carol’s Daughter, it will be setting the stage for the company’s first celebrity fragrance, My Life by Mary J Blige, who has been one of the brand’s celebrity ambassadors.
This story first appeared in the November 14, 2008 issue of WWD. Subscribe Today.
Lisa Price, founder of Carol’s Daughter, said that she wanted to go beyond the six types of scents used in the bath and body lines from Almond Cookie to Mango Mélange. Price said her goal was to create a complex fragrance with layered notes inspired by nature.
“Pearls marks our emergence into this new [fine fragrance] category,” said Price, noting that Pearls will not be used in any of the bath products. “It has always been my desire to have that special scent in the beautiful bottle that would sit on my dresser.” She added the fragrance was designed to epitomize the brand story, “regardless of trends and shifts in the market.”
According to Steve Stoute, chief executive officer, this launch will be the first step in broadening the brand’s distribution, since the fragrance is being treated as a separate entity in its distribution.
“We know our customers love fine fragrances,” said Stoute. “This will help us move from the bath and body category.”
Launching this month at Macy’s, Dillard’s, Sephora and Carol’s Daughter stores, Pearls is composed of top notes of bergamot, lemon, anise, verbena, apricot and peach; middle notes of jasmine, rose and violet leaves aldehydes, and bottom notes of musks, vanilla and caramel. Price worked closely with Firmench to develop the fragrance. The fragrance will retail for $45 for a 2.5-oz. eau de toilette.
“My inspiration came from the sugar violet candies my husband would always buy for me and when I chewed them I could always smell and taste it so I thought it would make a perfect fragrance mixed with lemon, vanilla and sugar,” said Price.
Over the course of the next year, Carol’s Daughter will shift into second gear with the new Blige scent, which will take the name of the singer’s second album. Although the company is planning the details of the project, Stoute said that the firm is currently speaking to suitors about a possible distribution deal.
Stoute said of Blige: “Outside of being a strong supporter of Lisa’s from the very beginning, she’s been a fan of fragrance her whole career, so it made sense for her to create her own scent. She has a very loyal following. The [name] speaks to what her life is all about, and the fragrance will capture just that,” said Stoute.
According to Price, Blige will continue to appear in Carol’s Daughter advertising, in addition to making in store appearances.
“I am Carol’s Daughter and my fans are Carol’s Daughter users so it just made sense to partner,” Blige said in an interview last month. “Ever since I was a child, I loved buying products that made me feel beautiful and clean,” said Blige. “I’m a total beauty nut — you should check out all the junk in my bathroom.”