Entertainer Tim McGraw's first scent, McGraw by Tim McGraw, marks new territory for Coty: Country music fans offered a mass market product. McGraw is due out in August in 20,000 North American mass market doors and could do $40 million at retail in its first year.
This fall, Tim McGraw will measure the strength of his draw on mass fragrance shelves.
That's when the country music star will launch his first fragrance, McGraw by Tim McGraw, at drugstores and mass market stores in North America.
"We see launching McGraw as a strategic shift for Coty," said Stephen Mormoris, senior vice president of global marketing for Coty Beauty, which holds the McGraw license. The McGraw deal was inked in November. "We will launch a very prestige-inspired fragrance straight to mass — which we believe will rejuvenate the mass market fragrance business. Tim resonates with the American consumer — he is admired not only for being a great musician, but also for being a great husband [to Faith Hill] and father [of three]. We see this as one of the most significant mass market fragrance launches since [Coty launched] Celine Dion five years ago."
Added Mormoris: "A lot of the mass fragrance market is borrowing pretense from prestige brands that aren't speaking directly to the mass market. We thought that we needed to bring to market an iconic American fragrance without any pretense. This isn't diverted from department stores. It's an honest mass launch."
The woody, spicy scent, produced by Symrise, has top notes of bergamot and nutmeg; a heart of lavender and moss, and a dry down of amber, patchouli, sandalwood and — what else — aged whisky.
The McGraw by Tim McGraw line comprises eaux de toilette in three sizes: 0.5 oz. for $17, 1 oz. for $23 and 1.7 oz. for $30.
The fragrance will launch in August in about 20,000 North American chain drugstores, Wal-Mart and midtier department stores, said Mormoris.
Print advertising, by Michel Comte, breaks in September men's and lifestyle magazines. A TV campaign, shot by Comte, also will begin in September, and features McGraw "caught in a jam session, with an analogy made between the creative process of creating a song and the process of creating a fragrance," said Mormoris. An Internet campaign is also planned, including a microsite that will give consumers additional insight into the fragrance development process.Additionally, McGraw — who already has visited the factories producing the scent — will offer a special CD at the fragrance's launch, with scent samples inside. "Tim has been very involved," said Mormoris, adding that McGraw helped to create the fragrance and closely participated in designing the bottle. For example, said Mormoris, the fragrance's rectangular glass bottle has a black leatherlike neck, with a silver cap with embossed rope representing McGraw's country roots in silver and a replica of a guitar pick on the top of the outer box to symbolize McGraw's music. "These personal touches made it Tim McGraw," said Mormoris.
Since his career launched in 1993, McGraw has sold more than 40 million albums worldwide and placed a total of 30 singles at number one.
While Mormoris declined to discuss sales projections or advertising spending, industry sources estimated that McGraw would do upward of $40 million at retail in its first year on counter, and that Coty would spend about $5 million on advertising and promotion in the same time frame.
The singer — who will celebrate his 41st birthday on May 1 — will introduce his scent to the press at a private concert Tuesday night.
"We will build a house of Tim McGraw, no question," said Mormoris. "There are other aspects of his personality that we will play on. But this is the first statement — it is the signature."
Coty's extensive celebrity fragrance portfolio also includes the scent licenses of Gwen Stefani, Jennifer Lopez, Sarah Jessica Parker, Celine Dion, Shania Twain and Kylie Minogue, among others.
@pantone announced their Color of the Year 2018: Ultra Violet. Nearly 20 months after the musician Prince’s death, fashion is having a purple moment. Varying shades of purple appeared on spring or fall runways, from @christopherkane to @calvinklein. @gucci’s Alessandro Michele bathed his fall runway in ultra violet-colored light at one point. Pantone 18-3838 is meant to “push the boundaries of what inspires us to look upward and outward to the future.” #wwdnews #wwdfashion (📷: @kukukuba)
@badgalriri’s @fentybeauty launch in September was a massive success on social media, powering $72.9 million of earned media value, according to Tribe Dynamics. The brand’s foundation offering sparked conversations about diversity in beauty, launching the growth of emerging influencers and propelling the brand’s support on social media. Today, #fentybeauty won Launch of the Year at the WWD #BeautyIncAwards. (📷: Chema Moya/EPE-EFE)
@marianna_hewitt has become one of the most influential content creators in the beauty space, with almost 800,000 Instagram followers and a newly launched skin care line called @SummerFridays. Today, she was awarded Influencer of the Year at the WWD #BeautyIncAwards. (📸: @sophiachabbott )
As shopping behaviors evolve, the retail experience must follow. Head over to retail experts @colliersinternational’s Knowledge Leader series to read more about the shift in our shopping era. #colliersretail #lovecolliers
@prada opened a pop-up club, called Prada Double Club, in collaboration with German artist Cartsen Höller at @artbasel Miami. Last night, guests – including @youngparis, @ritaora and even Miuccia Prada herself – gathered in a former ice factory where the pop-up is housed for a performance from @wyclefjean. Go to WWD.com for full coverage on all the exhibits, parties and more at #ArtBaselMiami. #wwdeye (📷: @lexieblacklock)
@louboutinworld and @disney are making magic once again, creating a set of shoe designs for the release of “Star Wars: The Last Jedi.” Louboutin designed a pair of shoes for each of the film’s four female leads: Rey (@daisyridrey), Vice Admiral Amilyn Holdo (@lauradern), Captain Phasma (Gwendoline Christie) and Rose Tico (@kellymarietran). The shoes will debut on Saturday at the L.A. premiere of the latest episode. #wwdfashion
Today at the #BeautyIncAwards 2017, WWD will be joined by beauty leaders from around the world as we honor this year's most innovative people, products, brands and places. Follow along here and on Twitter for live coverage from the exclusive event. #wwdsummits (📷: @elizaflorendo)
Exclusive: Beauty superinfluencer @marianna_hewitt is launching her first-ever skin care brand with her business partner @laurengores. Their new line Summer Fridays, which will be sold exclusively at summerfridays.com starting in January, is launching with just one product – a hydrating cream Jet Lag Mask. “We wanted to focus on one product that was amazing,” said Hewitt. Read the full interview on WWD.com. Link in bio. #wwdbeauty #wwdnews
Michelin star-rated chef PJ Calapa marks his first solo endeavor with today’s opening of @scampinyc –– the new Southern Italian restaurant located in Manhattans’ Flatiron District. The upscale yet welcoming environment matches the menu, which includes two types of scampi: traditional Italian langoustines in butter and the Americanized version with shrimp over pasta 🍤 - pictured here. #wwdeye (📷: George Chinsee)