Mariah Carey Launches Grand Forever Perfume
Mariah Carey carries of ever-lasted happiness by calling her new women’s scent “Forever.” It’s going to see the world this September.
Here what the super star whose first scent, M by Mariah Carey, launched in September 2007, has to say about it:
“I am in a wonderful place right now, surrounded by all the things I love, and Forever captures this moment in time.”
Ron Rolleston, executive vice president for global fragrance marketing at Elizabeth Arden, of the new women’s launch, said:
“When we work with celebrities, we aim to put together a project which is representative of their life. Mariah’s happily married, has a movie coming out in November, which already did well at Sundance, and she is releasing a new album in September.
She’s got a lot of joy and optimism in her life right now, and we wanted to express that in a fragrance.”
Perfumer Olivier Gillotin of Givaudan co-worked with Carey to create the modern opulent floral fragrance that has top notes of lotus blossom, neroli and dewy green apple; a heart of gardenia and tuberose, and a drydown of white musk and exotic woods.
“When I first met with Mariah, I was inspired to create a glamorous, opulent floral,” said Gillotin.
“I wanted the scent to be radiant but to also evoke a warm sensuality. This fragrance has iconic white florals, which convey a powerful message of feminine sensuality and classic glamour.”
The collection includes eau de parfum in three sizes — 1 oz. for $42, 1.7 oz. for $55 and 3.3 oz. for $65 — as well as a 0.5-oz. parfum, $250, and a 6.8-oz. body lotion, $28.
The scent will be available in about 2,000 department and specialty store doors, including Macy’s, Dillard’s and Belk’s in the U.S.
The bottle was inspired by Carey’s love of the art deco style, and is done with clear crystal with a gold band around the top. Outer packaging is bright pink with a metallic trim.
While executives declined to discuss sales projections, industry sources estimated that Forever would do upwards of $35 million at retail in its first year on counter. Sources also estimated Arden would spend at least $10 million on advertising and promotion.
Print shot advertising by Michael Thompson and featuring Carey, will break in October fashion, beauty and lifestyle magazines, including Vogue, Elle, In Style and Glamour according to the wwd.com.
A TV campaign that of course also features Carey is slated for the holiday season. As well, vials on card, scented strips and other scented pieces are expected to deliver upwards of 49 million scented impressions, noted Noreen Dodge, senior vice president, fragrance, global brand development for Elizabeth Arden.
The part of the campaign in addition will be a dedicated Web site, MariahCareyBeauty.com, Dodge said. Arden plans MariahCareyBeauty pages on Facebook, MySpace and Twitter, hoping to leverage Carey’s 1.7 million followers on Twitter and 700,000 Facebook fans (Carey also has 132 fan separate fan pages on Facebook.)
Arden is also working with social media sites Imeem, Pandora and VideoEgg to further drive business. Pandora will create Carey fragrance-branded backgrounds for users to see while listening to the singer’s music, while Imeem will feature an exclusive Forever-themed playlist customized by Carey on its home page.
VideoEgg will feed into Facebook, MySpace, Twitter and YouTube in an effort to drive traffic to MariahCareyBeauty.com. DailyCandy will offer a “twitter-to-win” sampling program for the fragrance, and Sugar Inc. plans a customized Carey page on its site and a sweepstakes to win the scent.
Mariah always does even small things into grand ones!
- forever perfume
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