With fragrance sales to date topping $850 million at retail globally since its 2003 inception, Céline Dion’s scent franchise remains a strong presence in the mass market. Coty Beauty, her scent licensee, is aiming to add to that total in September with Signature, a new women’s juice.
This story first appeared in the July 22, 2011 issue of WWD. Subscribe Today.
“The fragrance category is all about dreams, and Céline Dion has shown repeatedly that she is an icon who touches people,” said Marsha Brooks, vice president of global marketing, fragrances, for Coty Beauty. “Celebrity fragrance franchises generally don’t last as long as fashion brands, but Céline has proven that she has incredible longevity in a category where there is always something new. We see our collaboration with her as a very long-term project, and our sales remain very solid.”
While Brooks wouldn’t talk numbers, industry sources estimated that Dion’s existing seven pillar scents have generated sales of more than $40 million at retail globally year to date. Dion’s scents are sold in 35 countries, with about 55 percent of the brand’s sales done in Europe, and the U.S. accounting for the remainder of the business. Sources estimated that Signature could do about $20 million at retail globally in its first year on counter, with the U.S. accounting for about half that total.
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The juice, concocted by Firmenich perfumer Ilias Ermenidis, has top notes of mimosa blossom, pink lady apple and juicy guava; a heart of Indian jasmine, rose essence and magnolia blossom, and a drydown of sensual musk, amberwood and sandalwood. Mimosa and wood are in nearly every Dion fragrance, said Brooks, because they remind the star of her Canadian childhood.
Eaux de toilette in three sizes — 0.5 oz. for $16, 1 oz. for $27 and 1.7 oz. for $34 — will be offered. The scent will be sold in about 28,000 mass market and drugstore doors in the U.S., with total global doors topping 50,000. The scent is also sold in Dion’s Las Vegas boutique, which Brooks calls “a showcase” for the brand. Continuing the Las Vegas connection, Coty Beauty also advertises in the programs for her shows there, which resumed in March of this year. The brand plans to sample at the shows as well, and there is a dedicated Web site, celinedionbeauty.com.
Print advertising, shot by Peter Lindbergh, is slated to break in October fashion, beauty and lifestyle magazines, said Brooks.