Daisy Fuentes is adding a little sexy mystery to her fragrance franchise with her latest scent, Mysterio.
This story first appeared in the December 17, 2010 issue of WWD. Subscribe Today.
At a recent event for the scent, held at the rooftop of the Gramercy Park Hotel, Fuentes explained the thinking behind the new project.
“This is meant to be the sexy, mysterious scent,” said Fuentes, clad in a purple Dolce & Gabbana sheath and vintage Dolce & Gabbana heels, “so it is a little more nighttime. It’s a warm, sophisticated oriental musk, in keeping with that sexy positioning.”
Concocted by Karyn Khoury, senior vice president of corporate fragrance development at the Estée Lauder Cos. in partnership with Fuentes and Firmenich, the scent opens with plumeria, freesia and osmanthus; has a heart of heliotrope, jasmine, lily and white orchid, and a drydown of ambrette seed, violet, vanilla musk and sandalwood.
The scent will be available exclusively at Kohl’s Department Stores and kohls.com in February; the retailer operates 1,089 stores in 49 states. One stockkeeping unit, a 1.7-oz. eau de parfum, will be offered, retailing for $39.50. The bottle is a deep pink glass, noted Julie Howard, senior vice president of global marketing and brand development for BeautyBank.
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The scent is Fuentes’ sixth. Her first, Dianoche, was launched at Kohl’s in July 2006. Dianoche Love, Dianoche Ocean and Dianoche Passion followed. Another fragrance — So Luxurious, launched in July 2007 — is no longer produced.
Fragrance is just one of the host of categories Fuentes creates for Kohl’s — she also designs clothing (including tops, bottoms, plus sizes and petites), intimates, jewelry, accessories and bedding for the retailer.
Fuentes noted that she would also like to do store appearances, which she has done for many of her other fragrances (which include Dianoche and Dianoche Night) and other products. “I get some of my best ideas from talking to consumers,” she said, noting that such conversations led to creating her plus-size and petite apparel. She also has reached beyond Kohl’s to expand her range of products: In spring 2009, Fuentes partnered with Beautology to create Daisy Fuentes Style Pro, a collection of nine sulfate- and paraben-free hair care products.
While Fuentes and Lauder executives declined comment on Mysterio’s projected sales, industry sources estimated that Mysterio would do upward of $5 million at retail in its first year on counter.