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BERLIN — German direct sales company LR Health & Beauty Systems has gone glam with the launches this summer of model and celebrity scents as well as a “Desperate Housewives” line of fragrances.
This story first appeared in the August 18, 2009 issue of WWD. Subscribe Today.
Swedish male model Marcus Schenkenberg and British singer Leona Lewis launched their first signature scents with LR in July, and this month the firm will release the “Desperate Housewives”-themed scents.
In his heyday, Schenkenberg appeared as the face of brands such as Versace and Calvin Klein, as well as representing multiple perfume products. But this is his first foray into creating a fragrance. “For me, it is important to be able to really identify with the scent and confidently claim, this is my fragrance,” said Schenkenberg.
His fragrance is a woody, green scent featuring bergamot, Szechuan pepper and vetiver. The fragrance comes in a matte black bottle that’s printed with the names of international cities — as well as his name. The Schenkenberg line also includes hair and body shampoo, after-shave balm and deodorant.
Lewis, a 24-year-old Grammy nominee, said that, as a vegetarian and an animal lover, she made the decision to partner with LR Health & Beauty Systems to create a fragrance based on its ethical production standards.
“I only work with companies and businesses that refrain from animal testing and that respect the environment,” she said.
Her fragrance, Leona Lewis, is a fruity floral with notes of blood orange, cassis, plum and musk. It is packaged in a purple-pink bottle with an ombré effect and is accompanied by a perfumed body lotion, shower gel and deodorant.
The “Desperate Housewives”-themed scents are named after the characters portrayed in the ABC series. Bree has notes of apple, white jasmine and amber; Susan features orange flower, cedar and sandalwood; Lynette blends citrus, cardamom and musk, and Gabrielle is a mix of raspberry, rose petals and patchouli.
The respective actresses are shown in the company catalogue, however, Marcia Cross, Teri Hatcher, Felicity Huffman and Eva Longoria Parker themselves are not part of the endorsement deal.
The rectangular bottles each feature an apple, the name of the scent/housewife and the television show’s logo. This is not the first fragrance line to be associated with the hit show — Desperate Housewives Forbidden Fruit, created with Coty, was launched in 2006.
Each of LR Health & Beauty Systems’ newly launched scents is an eau de parfum priced at 34.95 euros, or $49.15 at current exchange, for 50 ml.
LR Health & Beauty Systems sells cosmetics, fragrances and nutritional supplements in Europe, Asia and the Pacific through a network of 300,000 direct-sales partners. The firm also sells fragrance collections from Heidi Klum, Boris Becker and Michael Schumacher, and previously held fragrance deals with Christina Aguilera and Carmen Electra. Last year, total beauty sales for the company were 96.1 million euros, or $141.4 million at average exchange.