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Mariah Hopes to Hit High Notes With New Scent

For her second fragrance, Mariah Carey wants her consumers to think pink.

For her second fragrance, Mariah Carey wants her consumers to think pink.

This story first appeared in the June 13, 2008 issue of WWD.  Subscribe Today.

Luscious Pink, Carey’s second scent with Elizabeth Arden, is intended to show fans a more intimate look into her world.

“This scent is feminine, flirtatious and fun, and truly reflects where I am in my life now, after an incredible year,” Carey said earlier this week. To be sure, it’s been a whirlwind several months for the singer — with events including her May marriage to 11-year-younger rapper-actor Nick Cannon and a new album, “E=MC2.”

“Elizabeth Arden has been a fantastic partner and the end creation of Luscious Pink is beyond my expectations,” continued Carey. “The response from my fans with my debut scent was overwhelming, and I can’t wait to see what happens with my second Luscious fragrance.”

And Arden feels the same, said Ron Rolleston, executive vice president of global fragrance marketing. “Mariah has been an amazing partner,” he said. “She’s been engrossed in the fragrance process and marketing from beginning to end. Everywhere she’s been, she has shared her first fragrance with her audience. She’s done record-setting personal appearances for us. She’s been our best ambassador.”

Concocted by Carlos Benaim and Loc Dong of International Flavors & Fragrances, Luscious Pink, a sparkling floral, has top notes of Sicilian bergamot, Ocean Breeze accord and sparkling Bellini accord; a heart of Tahitian Tiare petals, lily of the valley and pink peony, and a drydown of bright blond woods, creamy sandalwood and white musk, which the perfumers describe as “a floral melody that is as enveloping as Mariah’s voice.”

“No one can hit notes any higher than Mariah, and we wanted to use that to inspire us in the creation of the fragrance,” added Rolleston.

Luscious Pink’s bottle, created by Jean Antretter, senior design director for Arden, is a pink-tinged pearlescent orb topped with Carey’s signature butterfly. The outer package is matte pink with the name in metallic pink calligraphy.

The collection includes eaux de parfum sprays in three sizes — 1 oz. for $39.50, 1.7 oz. for $55 and 3.3 oz. for $65 — as well as a 6.8-oz. body lotion for $28.

The scent lineup, like Carey’s first scent, M, will be sold in about 2,000 U.S. department stores. It will be launched in August. Luscious Pink also will be sold in Japan, and that market’s olfactory preferences were kept firmly in mind during the creation process because Carey has “a large consumer base there,” said Noreen Dodge, vice president of global fragrance marketing for Elizabeth Arden.

National advertising, shot by Michael Thompson and featuring Carey, breaks in September fashion, beauty and lifestyle magazines, including Cosmopolitan and Glamour. “The campaign has this wonderful ethereal quality which works very well with the concept of the fragrance — the iridescence from the bottle is carried into the ad,” added Rolleston.

More than 15 million scented impressions are targeted, said Dodge, who added that a comprehensive Internet campaign also is planned. “Mariah has a huge fan base and we will reach out directly to them,” she said. Point of purchase sampling is scheduled, as well.

While executives declined to discuss sales figures or advertising spending, industry sources estimated that Luscious Pink would do upward of $15 million at retail in its first year on counter. At least $7.5 million is expected to be spent on advertising and sales promotion in the same time frame.