Crooner Michael Bublé will enter the fragrance market in Summer 2016. The scent, Bublé’s first, will launch globally in around 30 countries — the first batch including the United States, Canada, Germany, the United Kingdom and Australia, and expanding to South Asia later in the year. Fragrance Dynamics declined to comment on financials.
The eau de parfum will be available in three sizes — 1 oz. for $40, 1.7 oz. for $60 and 3.4 oz. for $80.
“I’ve always loved fine fragrance and once I committed to this endeavor, I immersed myself in learning the fascinating process of what it takes to actually create just the right scent along with unique packaging that reflects my taste and imagination of the perfect, romantic fragrance,” said Bublé. “Working with a world-class perfumer, coupled with the marketing expertise of my team, we have designed a beautiful fragrance that I feel proud to have my name on.”
Alongside his label, Warner Bros. Records, his management company Bruce Allen Talent and Fragrance Dynamics in the development and unveiling of the new fragrance. Tapping into Bublé’s vast female fan base, the product will be targeted to women, featuring a contemporary bottle design.
“It’s no secret that I’m a hopeless romantic, which is reflected in the music I write, the songs I sing and the shows I’ve performed around the world. I wanted to collaborate on creating a fragrance that represents the same sentiments as my music,” said Bublé.
Mike Edwards, who founded Fragrance Dynamics two years ago, began his career in the fragrance industry in 1982 with Le Jardin de Max Factor, and more recently worked on scents for One Direction and Cristiano Ronaldo.
Edwards believes success in a celebrity fragrance lies in marketing towards the consumer — and this proved more challenging with Bublé’s demographic than the rabid teenage fan base than his previous boy-band client.
“In many cases, it’s about fine-tuning to your audience,” he said. “With One Direction that was a 14-year-old girl, with Michael it’s a more mature lady, around 24-50 [years old]. The branding was much more challenging with this fragrance compared to the One Direction consumer — they buy it because it’s One Direction and they’ve got to have it, but with Michael, the consumer will be discerning based on the quality of the fragrance and packaging.”
The fragrance features base notes of vanilla, white amber and patchouli, heart notes of rose, peony, wild jasmine and lily of the valley and top notes of bergamot Italy, lemon Italy and red fruits.
“At one point during the process, Michael said he wanted the scent to be ‘something I would want a woman to be wearing if I was trapped in an elevator with her,’” Edwards said.