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Coty Sees Third Hit in New Dion Fragrance

Coty Beauty is hoping U.S. consumers find the third perfume in the Celine Dion fragrance franchise as "Enchanting" as it does.

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.”

Enchanting, which launched in Europe in September, ranked as the top five and six fragrances in markets such as Germany, France and Poland, said Baumann. Like previous Dion fragrances, Enchanting will feature two launches: In March, Enchanting will get a limited rollout to about 2,000 department and specialty stores, such as J.C. Penney, Sears, Ulta and Kohl’s; the full rollout, ultimately reaching a total of 20,000 doors, will coincide with her English CD release next fall.

Available in eau de toilette bottles — 1.7 oz. for $35 and 3.4 oz. for $48 — the fragrance will be available in mass retailers such as Wal-Mart and Walgreens. Enchanting will also include a body lotion for $12.50.

Created by perfumer James Krivda at Givaudan, Enchanting is described as a “floriental” fragrance with top notes of osmanthus, cyclamen and red berries; middle notes of diamond orchid, gardenia, freesia and mimosa, and bottom notes of sandalwood, amber and tonka. The first fragrance, Celine Dion Parfums, was described as more of a floral bouquet, while Belong featured more of a floral, woody scent. According to Ruth Sutcliffe, Coty’s director of product development, Krivda used Dion’s onstage gowns and wardrobe for inspiration. Sutcliffe gave him pictures and swatches of the silk charmeuse, crepe de chine and chiffon gowns for a feeling of the textures and colors Coty wanted to evoke in the form of a fragrance.

Sutcliffe also said that Dion made sure that two of her favorite notes — gardenia and mimosa — were included in the scent. Along with the woody base, these particular notes bring back memories for Dion.

“Mimosa flowers make me feel like I’m vacationing and reminds me of the South of France. I also love the look of the mimosa flowers with those little yellow balls. Unfortunately, every time I cut one and put it into water, it never lasts,” said Dion, who added that she loves gardenia since it was in her wedding bouquet. “I particularly like that woody sandalwood scent since it is a strong part of me and my upbringing. It reminds me of my family and childhood — about warmth, love, music and fireplaces. My dad was a lumberman, and our house was made of wood. I relate wood to strength and always have good memories of growing up in that house.”

Shaped like a pentagon, the fragrance’s glass bottle is designed to be reminiscent of a flowing gown. The outer carton features royal blues with gold-embroidered brocades and a visual of Dion on one side.

Coty wanted to be sure the fragrance had global appeal, so they tested it in various markets including the U.S., France and Germany, Brooks said.

Coty will introduce a more seductive image of Dion through a print campaign photographed by Michael Thompson, featuring Dion wearing a gown by Collette Dinnegan and her own amethyst ring by H. Stern. The single-page ads — with 40 million scented impressions — will break in select April magazines but will have more of a push in fall magazines, totaling between five and 10 titles. There will also be online initiatives such as sweepstakes, where fans can win trips to Las Vegas to meet Dion and see her concert, in addition to ad imagery for the fragrance’s in-store launch.

Coty is currently working with Dion’s record label, Sony, on CD tie-ins through fragrance samples or contests. More than 20 million samples will be distributed in-store, online through Dion’s fan clubs like Team Celine and in the Celine Dion boutique in Las Vegas’ The Coliseum, where Dion’s fragrances are still the store’s number-one selling item.

After four years, Dion’s Vegas show is approaching its final stretch, set to finish at the end of next year. Her upcoming projects include her French album, which comes out in May, and her English disc due in fall. Dion said there’s a strong possibility of touring after her show ends, but nothing is confirmed yet. As for beauty projects, she’s uncertain what the future might hold.

“I can’t pick any mood for my next fragrance since it’s about how I’m feeling now at that particular moment,” said Dion. “Since I’m almost at the end of the Vegas project, I might be feeling a little sad or maybe I’ll be feeling the strongest I’ve ever felt. I don’t like departures, and Vegas is such a big part of me. I’ve raised my child here. And who knows? We might not ever leave.”