The celebrity fragrance game is about to get a new player: actress-singer Selena Gomez.
This story first appeared in the August 24, 2011 issue of WWD. Subscribe Today.
The 19-year-old Gomez, who plans to release her scent in 2012 with Adrenalina Inc., has chosen a unique way to develop it. Her fans will be invited to log on to selenagomezperfumes.com later this fall to vote on accords and ingredients they prefer for the fragrance. The most popular notes will be incorporated into the finished scent. The first 50,000 participants will receive a free sample of the fragrance and will be entered into a drawing to win a tour of the fragrance lab with Gomez. Gomez’s camp said Tuesday that the development process is intended to create a stronger connection with her fans.
Adrenalina will manufacture and distribute the to-be-named scent worldwide, said Ilia Lekach, chairman of Adrenalina.
“I am excited to make my own fragrance that is romantic, rich and sweet — I wanted to make a fragrance that is able to make my fans feel special,” noted the actress.
Gomez also fronts a line of apparel, shoes and accessories called Dream Out Loud, which is distributed by Kmart.
The actress stars as Alex Russo on Disney Channel’s “Wizards of Waverly Place,” which has won two Emmys for Outstanding Children’s Program. Gomez also appeared this summer in the film “Monte Carlo,” opposite Leighton Meester.
Gomez is currently on a national tour promoting her third album, “When the Sun Goes Down.”