A fragrance launched to honor the memory of her mother Natalie Wood hit such a chord with shoppers that Natasha Gregson Wagner is expanding the Natalie Fragrance portfolio.
A candle joins the fragrance, which debuted last May, as well as an exclusive holiday gift set slated to go on sale in October at Macy’s (including online). There will also be a coffee table book Wagner is releasing in October called “Natalie Wood: Reflections of a Legendary Life.” Emboldened by the success Wagner has more lifestyle items and fragrances in the pipeline. The first fragrance is sold at Nataliefragrance.com and select boutiques in the U.S.
“I can’t believe the overwhelming response to the fragrance. People still hold such a deep and dear place in their hearts for my mom,” Wagner told WWD. More than one year was devoted to creating the initial scent highlighted by gardenia, orange blossom and other natural ingredients. “Working with fragrance is a very delicate process, much like cooking. Too much gardenia and the fragrance becomes cloying; too much citrus, and you lose the gardenia, which was my mom’s signature scent.” The fragrance paid homage to Wood’s favorite perfume, Jungle Gardenia.
The candle is also reminiscent of a green Rigaud candle Wagner recalled often burning in her home. The timing is fortuitous as home fragrances are blazing sales gains in both luxury and mass fragrances, according to NPD data. The candle fragrance is a blend of freesia, rose oil and neroli in the opening notes, with a heart of natural gardenia, orange blossom and jasmine with base notes of vanilla and soft wood. The candle retails for $55.
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The decision to sell the gift set exclusively at Macy’s was a natural decision, Wagner said, because Linda Levy, the retailer’s division marketing manager of fragrances, has been a “champion” of the fragrance. Wood had an obvious link to Macy’s, Wagner noted, from her role in Miracle on 34th Street. The gift set includes Natalie Eau de Parfum, a purse spray, a luxe body cream, and two photos of Wood from private family archives and retails for $125.
Also on tap are a Valentine’s special Natalie Eau de Parfum in a limited-edition pink box and a new fragrance planned for Christmas 2017 followed by a third in spring of 2018 to commemorate Wood’s 80th birthday.