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With two decidedly grown-up film roles, her first fragrance and a summer apparel collection on her plate, Selena Gomez is determined to defy perceptions that she is a one-note teenage celebrity.
“I’m enjoying doing things that allow me to stretch my abilities,” said Gomez, who will celebrate her 20th birthday on July 22. “I want to continue in that direction.”
This story first appeared in the April 11, 2012 issue of WWD. Subscribe Today.
Gomez is finishing postproduction work on the indie film “Spring Breakers,” due next year. “It was a very different type of role for me,” she said. “I play a religious girl named Faith. Her best friends aren’t the best influences, and want to go to spring break but can’t afford it. So they rob a convenience store and get away with it — and go on spring break. We end up getting busted by the cops and going to jail, and James Franco’s character, a rapper-drug dealer, bails us out.”
Later this month she will begin shooting “The Getaway,” an action film co-starring Ethan Hawke. “We’re being chased in a car the entire movie,” she said. “[As the plot goes] he stole my car, and I got in the car because I wanted it back — and I end up in the midst of all of this drama. His wife is being kidnapped by this person that’s following him.”
The summer collection for Gomez’s apparel line, Dream Out Loud, hits Kmart doors on April 15, and she speaks excitedly of Postcard on the Run, a mobile app in which she is an investor. “It lets users snap a photograph on an iPhone or Android and instantly send it as a real printed postcard,” she explained.
RELATED STORY: Making Scents With Selena Gomez >>
But first, there’s her debut fragrance — a project that will be launched exclusively at Macy’s and macys.com in mid-May. It is slated to begin rolling out to wider, to-be-determined distribution in August.
The scent, which Gomez created with Givaudan, has top notes of orange, pineapple, peach and raspberry; a heart of purple freesia, Cosmone musk and dewberry, and a drydown of amber, vanilla, chocolate and coconut. Eaux de parfum in two sizes, 1.7 oz. for $45 and 3.4 oz. for $55, will be sold.
Gomez said she picked out her top five or six ingredients for the top, heart and drydown of the fragrance, and allowed her fans to vote on them. Gomez and the perfumers picked three possible combinations, and then Gomez flew in groups of fans to smell the finalists in person.
The bottle — in the shape of a swirly purple gown — was difficult to pull off, Gomez noted. “I knew I wanted a tall bottle, because I feel like it can kind of stand up with all the other fragrances,” she said. The ad visual, shot by Greg Kadel, is of Gomez in a deep purple gown, underwater. It will begin breaking in May and June books.
While Gomez and her fragrance licensee, ID Perfumes (a division of Adrenalina), declined to comment on projected sales, industry sources estimated that the scent could do upward of $10 million at retail in the U.S. in its first year on counter.
Gomez said she hopes this scent is the first in a series of fragrances bearing her name, and said her scent brand will evolve as she does. “Each will represent me as I am at that time,” she noted. “It’s kind of me winging it. I definitely like to wing things.”