NEW YORK — The model-turned-beauty entrepreneur club has just gotten another member: Heidi Klum.
This story first appeared in the July 26, 2002 issue of WWD. Subscribe Today.
The 29-year-old German born model is following in the footsteps of Iman, who has a beauty line; Naomi Campbell, who has a fragrance; Lauren Hutton, who is set to launch her cosmetics line this fall, and Cindy Crawford, who is said to be working on a scent.
For Klum, her entry into the beauty arena is in fragrance form. Her signature scent — with notes of jasmine, bergamot, vetiver, sandalwood and vanilla — was created by German-based fragrance house Perfume & Innovation. The fragrance made its European debut in June and is reportedly already selling off the shelves. According to industry sources, sales for Klum’s scent in Europe have topped one million euros — about $1,000,443 — in its first month. The scent is not yet available in the U.S.
According to Klum, whose father did production and marketing for the fragrance brand 4711, beauty and modeling go hand in hand. “It all comes together,” she said. “Being a model, people always want to know what you are wearing and what you use and what you like best. I thought, why not do my own thing?”
The five-item collection contains a 50-ml. bottle of eau de parfum that retails for $39, a 50-ml. bottle of parfum deodorant spray for $25, a shower gel for $24, body lotion for $25, and a purse spray, with three vials of the scent, for $25. All prices have been converted from the Euro at current exchange rates.
Packaging consists of glass bottles etched with the Heidi Klum logo for the eau de parfum and deodorant spray and red soft-touch plastic bottles for the shower gel and lotion. The purse spray is a red plastic letter H.
“I didn’t want something lemony-fresh,” said Klum, who founded Heidi Klum GmbH in 1996. “[This scent] is strong, sexy and feminine.
“I haven’t thought about cosmetics but I would absolutely consider another fragrance,” she added, noting that she does have something big, unrelated to beauty, planned for the end of the year.