Coty Beauty is hoping U.S. consumers find the third perfume in the Celine Dion fragrance franchise as "Enchanting" as it does.
Since Coty launched the first fragrance, Celine Dion Parfums, in the portfolio three years ago, the franchise has brought in $500 million in global retail sales, said Coty executives.
"Celine has the capability to emotionally connect with people," said Marsha Brooks, Coty's vice president of new business development. "Like her music, the way Celine lives life is with emotion — putting her family above everything else — and celebrating woman's inner spirit."
Built on the mantra "live, love and believe," the Celine Dion franchise is available in more than 30 countries, including the U.S., Canada, France and Germany.
According to Information Resources Inc., Celine Dion's franchise dropped about 11 percent in sales to $15.5 million across food, drug and mass stores (excluding Wal-Mart) for the 52-week period ended Nov. 5. However, the franchise is still ranked number three following Elizabeth Taylor and Calvin Klein.
When creating a new fragrance, Dion's inspiration comes from how she feels at that particular moment.
"It's those magical moments in life when you feel the most beautiful and special, and everything is possible. All women can relate to this. It's about creating happiness and something that's not so obvious. It's not just about one feeling inside of us. It can be many different things like happiness, sensuality and strength. This fragrance is about feeling strong about ourselves, but in a soft, delicate way," said Dion in a recent interview, who added that she views fragrance as an accessory. "Fragrance should accompany a woman and not dominate her. You should notice a person for their karma, beauty and strength, but the fragrance should follow and be part of her."
While Dion's second fragrance was designed to capture her "behind-the-scenes" and "offstage" personality with the tag line "Belong to the Moment," Enchanting wants to remind women of their power to allure.
"It's still about glamour, sophistication and elegance like her other fragrances, but this is more about sensuality and those moments when a woman feels gorgeous and irresistible," said Mary John Baumann, Coty's group director of global marketing. "Celine embodies the values of today's woman who juggles so many different facets of her life, from her work and artistry to her being a mother and wife."
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