NEW YORK — With a new fragrance inspired by her garden, actress Elizabeth Taylor is hoping that her brand’s sales will blossom once again this summer.
Gardenia by Elizabeth Taylor, launching in mid-May, joins the recently released Forever Elizabeth, as well as a lineup that includes Passion, White Diamonds and Sparkling White Diamonds, in the actress’ scent collection.
Tamara Steele, vice president of marketing for the House of Taylor, the Elizabeth Arden division that is producing the scent, calls Gardenia "a luxurious, contemporary, bright floral."
"Elizabeth grows gardenias in her garden at home, and has wanted to add a gardenia fragrance to her range for quite awhile," said Steele, who added that Taylor was closely involved in the scent’s development. In fact, a proprietary accord inspired by Taylor’s garden was developed especially for this scent, noted Steele.
The juice, by Quest International, has top notes of lily of the valley and leafy green accord; a heart of Elizabeth Taylor’s Garden Gardenia, fluid white peony and white orchid, and a drydown of dianthus and soft musk.
Gardenia will be available in two sizes: a 1-oz. eau de parfum spray for $32 and a 1.7-oz. eau de parfum spray for $42. A 3.4-oz. size is planned for the fall. A 6.8-oz. bath and shower gel, $18, and a 6.8-oz. body lotion, $22, will be available at launch.
The bottle, designed in-house, is of spring green glass designed to resemble a bud vase. The top is a frosted-resin replica of a gardenia. The outer box is an opalescent white with a double gardenia embossed on the front.
While Steele wouldn’t comment on projected first-year sales, industry sources estimated that the fragrance would do about $20 million at retail in its first year on counter. It will be available in about 1,500 department and specialty store doors, including Belk’s, Robinsons-May and Hecht’s.
Print advertising for the new fragrance is slated to begin in August fashion, beauty and lifestyle magazines, with a visual of the bottle and the scent’s tag line, "Something wonderful is about to happen." More than five million co-op scented pieces and two million scented seals are also planned. Industry sources estimate that $6 million to $8 million will be spent on advertising and promotion in the new fragrance’s first year on counter.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)