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Heidi Klum Signs Fragrance Deal

The model turned mogul will produce her own scent, to be called Shine, with Coty Beauty.

Appeared In
Special Issue
WWDStyle issue 01/21/2011

Heidi Klum has a new role: fragrance creator at Coty.

Klum has signed a deal with Coty Beauty to produce her own fragrance, to be called Shine. It is expected in September.

“Heidi has a unique position in the market,” said Steve Mormoris, senior vice president of global marketing for Coty Beauty. “She is not just a supermodel or a celebrity — she is also a businesswoman. She is very multifaceted — we plan to create a fragrance which celebrates all of those facets.”

Renato Semerari, president of Coty Beauty, agreed that what attracted Coty to Klum was her versatility — the different roles she plays, her notoriety and her personality. “She is a complete woman, very modern,” he said, pointing out that Klum has evolved beyond her fashion beginnings and become a businesswoman as well as a wife and mother, all with a down-to-earth personality. “She is an entrepreneur; she is a showgirl,” Semerari said, adding that Klum’s role on TV’s “Project Runway” “has given her a strong bond with the consumer.”

Also, as a German working in the U.S., Klum exudes a global quality, he added, noting she already is working with Coty as the face of the Lady Astor cosmetics brand. Semerari said Coty has been pondering how Klum’s role might be expanded. One idea is to create a Heidi Klum collection within the Lady Astor range. He described that suggestion as “something highly possible.”

Klum also is involved in reshaping the Coty-owned Astor Cosmetics brand, a deal announced in September. She is both serving as an artistic director and adviser as well as appearing in advertising for the color cosmetics brand, which is sold only in Europe.

In addition to her roles at Coty, Klum has designed an activewear collection, HKNB, with New Balance, sold exclusively on Amazon.com. The mother of four also has designed maternitywear for retailer A Pea in the Pod and Motherhood Maternity. In the past, she has served as a spokesperson for Victoria’s Secret Beauty, as well as for Ann Taylor and Volkswagen.

“Heidi Klum’s radiance, warmth and spontaneity are perfect for Coty,” said Bernd Beetz, chief executive officer of Coty Inc. “Her personality and business ventures will help Coty reach untapped audiences.”

Beauty deals are in Klum’s blood, as she told WWD in September: “My father worked as the marketing director for 4711, a cosmetics company in Germany, for 20 years,” Klum said. “He would always bring home testers of lipsticks, eye shadows and perfumes. I absolutely loved it — I started wearing makeup and experimenting with beauty products way too early. In German schools, it is mandatory for students to find a three-week internship when they turn 13 to get work experience. I worked at 4711, where I had to do everything from filling perfume into bottles, sitting at the conveyor belt for quality inspections to marketing to the labs where the vats of creams [were] being developed. It’s funny how it’s all come back around again!”