LONDON — Katy Perry is tapping into a rebellious mood for her latest fragrance with Coty Inc. called Killer Queen’s Royal Revolution. The fragrance, which will begin to hit counters in July, is lighter and “a bit more spirited,” than Killer Queen, Perry’s first launch with Coty, said Marsha Brooks, global marketing vice president of Coty Beauty Fragrances.
“This fragrance is about female empowerment and breaking the rules,” said Brooks. “[It’s] very much what Katy is all about.” She said that the fragrance is targeted at Perry’s swath of fans, who Brooks said can range from “14 years old to 30 years old,” she said.
This story first appeared in the May 30, 2014 issue of WWD. Subscribe Today.
And Brooks noted that, in keeping with Perry’s continually evolving musical output and stage persona, the singer “challenged” the company to find olfactory elements that would make the fragrance unique. “Katy never wants to repeat herself, and she really wants to do things differently,” said Brooks. So together with Pierre Negrin of Firmenich, Coty created a fragrance that incorporates blackthorn, a flower with roots in the rose family that blooms as a white flower on an ebony bark, which Brooks noted “was known in the dark ages for having magical powers.” “We thought it was really…unexpected,” said Brooks.
The juice combines top notes of pink freesia and pomegranate; a heart of sandalwood, orange flower and jasmine petals, and a drydown of blackthorn, skin musk and vanilla orchid. Coty characterizes the fragrance as an irresistible floral.
The Royal Revolution flacon is fashioned in the same jewel-shaped design as Killer Queen, which launched last year, but this time it’s been done in a graduated shade of teal blue, with a gunmetal colored cap that’s topped with the crest Coty has created for Perry. The outer packaging consists of a teal blue box with a silver filigree design, inspired by the engravings on regal swords.
The range comprises eaux de parfum in four sizes — 15 ml. for $29, 30 ml. for $39, 50 ml. for $49 and 100 ml. for $59. There is also a 200-ml. body lotion for $25, and a 200-ml. shower gel for $25. Globally, Royal Revolution will be sold through 20,000 department stores and perfumeries. A sampling campaign will include Liqua Touch samples and scented strips.
Tim Walker, who photographed the original Killer Queen ads, has shot the print advertising for Royal Revolution, with creative direction by Trey Laird of Laird + Partners, and the ads will begin to break in the July issues of fashion and beauty titles globally. The television commercial, also airing from July, will be the existing Killer Queen spot shot directed by Jonas Åkerlund, with a Royal Revolution tag line.
And to speak directly to Perry’s social media savvy fans, there will also be an animated video to promote Royal Revolution’s released on social networks, which will feature Perry in her own “heroic adventure,” Brooks said. Perry is set to post the video on her Facebook page in July. In addition, Coty is a sponsor of Perry’s current Prismatic World Tour.
Although Coty executives declined to discuss sales projections, industry sources estimate that the firm is aiming for a first-year sales target of $50 million globally in retail sales.