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Fragrance marketer First American Brands Inc. has signed 21-year-old actor and pop artist Jesse McCartney to a scent deal — and the singer’s first fragrance, a women’s scent called Wanted, is due to be launched in spring.
“He’s a young artist, hitting the stage right now and making a name for himself,” said Randall A. Christian, general manager of First American Brands, who noted the deal was signed in early August.
This story first appeared in the October 17, 2008 issue of WWD. Subscribe Today.
McCartney, who has released three albums on Disney’s Hollywood Records label, began his career as a child performer, appearing in the Broadway production of “The King and I” at the age of nine and later appearing on ABC’s “All My Children.”
When he was 16 years old, McCartney — no relation to the former Beatle — embarked on a solo musical career. The teen heartthrob’s first album, called “Beautiful Soul,” was released in 2004 and it sold more than 1.5 million copies. His second album, “Right Where You Want Me,” came out two years later, and his most recent release, “Departure,” which is meant to have a more mature sound, made its entry in May.
Executives at First American Brands predicted the fragrance would appeal to consumers ages 21 to 30 years old.
The name of the scent can be interpreted in two ways, noted Christian, either in the sense of a goal in which to aspire — or wanted, as in the case of an outlaw.
The scent is slated to be launched at department and specialty store doors in the U.S. in the February-March time frame.
Christian said he anticipates the scent could reach 1,800 doors in the U.S. during its first year on the market. While he wouldn’t talk numbers, industry sources estimate the scent could generate first year retail sales of about $15 million.
Fragrance supplier Drom blended the scent, a development process that involved McCartney picking the final formulation. The eau de parfum features top notes of bergamot and apple, a heart of jasmine and rose and base notes of cedarwood, amber and musk. It will be available in a 3.4-oz. version priced at $55 and a 1.7-oz. size for $45. A 1-oz. version, for $20, is also planned, as is a gift-with-purchase program featuring T-shirts and sleepwear.
The bottle, which was designed in-house to resemble a drop of water — or the tear of a lovesick teen — is intended to have a sophisticated feel, according to Olesya Ianovitch, marketing director for First American Brands.
An advertising and promotional campaign is in the works to support the launch of Wanted Jesse McCartney that could cost upward of $7.5 million, according to sources. The campaign is to include print advertising, an online marketing campaign and personal appearances.