PARIS — Celine Dion and Coty Beauty are banking on Sensational to be the songstress' biggest fragrance hit, once it makes its worldwide debut this spring.
All facets of the women's scent were fashioned with Dion and the rejuvenation of her touring career in mind, according to Steve Mormoris, senior vice president of global marketing for Coty Beauty, Coty Inc.'s mass arm.
"Every little bottle has some dreams floating in it," said Dion, who explained that Sensational's juice is a mix of fruit, flower and woody notes, plus no small portion of strength and sex appeal.
With the scent, Dion wants "to reach women of different ages. I think women have to lead their own destiny, have to be in charge of whatever they want in life."
Sensational's launch coincides with the kickoff of Dion's 11-month "Taking Chances" world tour, to include 160 performances starting in South Africa and traveling to five continents. It marks the first time in half a decade that Dion will hold major shows outside The Coliseum, a 4,000-seat theater constructed for her in Las Vegas, where Dion had performed five nights a week to packed houses since 2003.
"This is the year of the relaunch of her career, and the same goes for her fragrance franchise," said Marsha Brooks, Coty's vice president of new business. "It's a new beginning for her."
Sensational is expected to be Dion's best-selling scent. Coty, for its part, isn't taking any chances that the singer's presence will be missed at the fragrance bar. Sensational's launch is to be backed by a bigger budget than any of her other scents, including Celine Dion Parfums, Belong and Enchanting, according to industry sources.
While Coty executives would not discuss numbers, industry sources estimate that, in the first year globally, the advertising and promotional spend for Sensational is $20 million and that the scent itself will generate $50 million at retail.
The Celine Dion fragrance portfolio has made more than $500 million at retail around the world since 2002, according to Coty.
Dion's style has recently morphed to have a slight rock edge. And the new fragrance differs from her others, too."We were looking for a more sparkling experience," explained Mormoris, of Sensational's juice. He added that, while the earlier Dion fragrances also include floral notes, those in the new scent have different levels of intensity and character.
Symrise's Maurice Roucel created a modern, luminous floral scent. He said he chose heart notes of orris and mimosa to reflect Dion's sensual, delicate and vibrant sides. The fragrance also has top notes of icy pear, crisp apple and plum; heart notes including jasmine and freesia, plus base notes of amber, musk and sandalwood.
Dion particularly adores musks and woods.
"Even though I love fruits, flowers and femininity, I always love extremely woody scents and musks," she said.
Sensational's oval bottle, designed by Jane Tarallo, represents an aesthetic break from Dion's other, more linear fragrance flacons. Its checkered glass imprint is meant to recall spotlights, and such motifs are repeated on the outer packaging, as well.
The ad campaign focuses on Dion's modern, onstage persona, said Mormoris. Photographer Alexi Lubomirsky shot Dion wearing an Emanuel Ungaro dress for the single- and double-page ads, while Scott Lochmus directed the 30-, 20- and 10-second TV spots.
Sampling is to include 25 million scented impressions, including scented strips, and scent cards will be distributed in Dion's new album. There are to be in-store raffles with tickets for her concerts as prizes, among various promotional activities.
As her first global rollout, Sensational will be launched in France and a handful of other countries, such as the U.S. (where the scent is to be introduced in Kohl's, J.C. Penney's and Sears), in March. By May, Sensational will be fully rolled out in the U.S. and in all of Dion's other fragrance markets. Overall, its door count is expected to be about 20 percent larger than for her earlier fragrances for a total of 50,000 points of sale.
Sensational's line includes a 100-ml. eau de toilette spray for $48, a 50-ml. edt spray for $32, a 30-ml. edt spray for $26 and a 15-ml. version for $16. Ancillaries are to include a 200-ml. body lotion for $12.50. The prices are for the U.S.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)