NEW YORK — Forget the Bryant Park tents, Wal-Mart is putting on its own runway show featuring the fashion and fragrance of teen sweethearts Mary-Kate and Ashley Olsen.
The show, to be taped in Toronto on Feb. 18, will be broadcast in Wal-Mart’s 2,800 U.S. stores on April 5, in conjunction with the store launch of the new Mary-Kate and Ashley signature fragrances — Mary-Kate and Ashley One and Mary-Kate and Ashley Two, according to sources. There are also two complementary body mists in the collection, which will carry the slogan, “Real Scents for Real Girls.” Along with a fashion line, the twins already market hair care, cosmetics and bath-and-body items at Wal-Mart through their Dualstar Consumer Products company. In addition to introducing the fragrance, the show will highlight designs from the twins’ spring and summer lines.
The fragrances, priced $12.87 for a 1-oz. bottle, were created in a partnership with Coty Beauty. Mary-Kate and Ashley One is described as a contemporary fragrance with top notes of sparkling ozone, red berries and watery pineapple; middle notes of night-blooming jasmine, muguet, white freesia and warm spices, and finished with a blend of sandalwood, chocolate, patchouli and coconut. Mary-Kate and Ashley Two is a floral bouquet with marine, clove leaf, peach and green leaves; a heart of hyacinth, jasmine, muguet, water lilies, ylang and rose, and a base of amber, musk and sandalwood leaves.
John Galantic, president, Coty Beauty U.S., said “Our partnership is a great opportunity to introduce fine fragrances, not typically found in the tween and teen market, by building on the hugely popular Mary-Kate and Ashley brand.”
With their fashion, beauty and lifestyle lines at Wal-Mart, and other items likes posters and CDs globally, the Mary-Kate and Ashley brand is expected to exceed retail sales of $1 billion this year.
This story first appeared in the February 7, 2003 issue of WWD. Subscribe Today.