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.
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion
“I’m Russian and I love to use all these little tricks that I got from my grandma or my mom. We didn’t have a lot of money for creams or anything like that so we would use a garden as a beauty treatment regime. We’d put cucumber in the fridge and do a cucumber mask,” says model @irinashayk on one of her beauty hacks. WWD asked celebs what their go-to self-care rituals are. See what Naomie Harris, Freida Pinto and more said on WWD.com. #wwdeye #wwdbeauty (📷: @zefashioninsider)
Exclusive: @viktorandrolf are teaming up with @Zalando on a collection made from leftover clothing. The lineup, which lands at the retailer February 1, includes 17 pieces adorned with sliced up and repurposed overstock from the retailer’s private label collection. Pictured here is a look from the collection –– see more on WWD.com. #wwdfashion #wwdnews
@duewestnyc is the newest bar joining the collection of intimate neighborhood-focused spaces in the West Village. The cocktail menu, which includes bitters and syrups made in-house, offers a “Build Your Own Old-Fashioned” – like the one pictured here – where guests can choose from a list of spirits and unexpected sugars and bitters. #wwdeye
Spotted at last night’s National Board of Review gala in NYC: Angelina Jolie. Jolie – along with Meryl Streep, @lupitanyongo and more – continued the all-black dress code from Sunday’s Golden Globes. #wwdeye (📷: @lexieblacklock)