For Taylor Swift, her life and her music are one in the same. NowElizabeth Arden hopes that the superstar’s horde of fervent fans willview Wonderstruck — her first fragrance — as part of that continuum.
Thename of the women’s scent came from “Enchanted,” a Swift song aboutmeeting someone: “Wonderstruck, blushing all the way home.”
Reachedvia e-mail in Los Angeles Wednesday, where she was nursing a bad caseof laryngitis, the 21-year-old four-time Grammy Award winner stated: “Ishare personal life experiences through my music, and my fragrance willallow me to share these experiences with my fans in a completelydifferent and new way. Falling in love is a moment every girl daydreamsabout and Wonderstruck represents that magical feeling of promise andhope and intrigue. It was fascinating to learn that you can layer somany different scents to create a beautiful end result.”
Arden,Swift’s fragrance licensee, expects to cut a swath through the fragrancemarket, considering that the country crossover superstar has more than23 million Facebook fans and many millions on Twitter. Clearly Ardenexpects to take advantage of her cyber ranking as a digital superstar.The singer has her own social media platform so that she never is out oftouch with her fans. As a further outreach, the company is preparing anextensive sampling campaign, including 37 million scented strips. Thereeven is a sampling effort planned for Facebook.