Nicole Richie has signed a worldwide fragrance license with TPR Holdings LLC. Brian Robinson, president of TPR, which also owns the Reem Acra fragrance license, said Richie presents an opportunity unlike many of the other celebrities he is constantly pitched to work with.
This story first appeared in the October 21, 2011 issue of WWD. Subscribe Today.
“She has a wide breadth of creative talents being an author, a jewelry designer, a fashion designer and an aspirational figure,” he said.
He noted that Richie has more than 2.3 million Twitter followers and a large amount of trade credibility. “They look favorably on her. She’s done a great job with her image.”
The scent and packaging will play off of Richie’s “very distinct image.”
“We have put together mood boards to get a feeling of where she sees herself positioned in the fragrance world,” he said.
Robinson expects a scent that will be “cool, classy and edgy.”