Two years after signing a licensing take care of IMG, multihyphenate entertainer and philanthropist Dolly Parton is making her first performs in magnificence.
In her first bid for the sweetness shopper, Parton — who has had a busy yr, from funding coronavirus vaccine analysis to the opening of Dollywood, her theme park in Tennessee — is introducing Dolly — Scent From Above, her first perfume line in partnership with Scent Beauty.
The perfume line contains two eau de parfums, which is able to launch on HSN on July 28; a physique cream; an eau de toilette, and a physique mist in Walmart, Walgreens, Scent Beauty’s web site and an Instagram retailer. Prices vary from $40 to $65; business sources suppose the vary will surpass $40 million in gross sales throughout its first yr at retail.
Fragrance made excellent sense for her first magnificence product, Parton instructed WWD, given her personal relationship with scent. “When I signed my branding take care of IMG, I believed, ‘I’m going to begin with fragrance.’ Everybody has all the time instructed me how good I scent,” Parton mentioned. “I felt like a mad scientist looking for the fitting mixture, however we did and it took us about two years. I’m going to be doing wigs and equipment and make-up.”
Scent Beauty’s licensing take care of Parton was a coup for the corporate, which is optimistic concerning the line’s efficiency — and its tailor-made strategy to distribution. “Dolly Parton is a cultural icon that’s resonating with Americans and other people all around the world — she’s cross-generational,” mentioned Steve Mormoris, chief govt officer of Scent Beauty. “Given this broad enchantment and icon standing, we determined to not pursue anyone channel, however to have a broad-base distribution technique from luxurious channels to mass.”
HSN shared Mormoris’ enthusiasm. “As an admired musical icon and adored philanthropist along with her limitless contributions spanning over a number of a long time, we’re excited so as to add Dolly’s perfume to our portfolio and share her inspirational story with our prospects,” Bridget Love, basic merchandising supervisor, vp of magnificence merchandising, QVC and HSN, mentioned in an e mail.
Mormoris added that Scent is eyeing different classes, reminiscent of hair mists and residential fragrances, for growth, and might be offered internationally as nicely.
Parton has extra merchandise in thoughts, too. “I’m going to be doing wigs, and equipment and make-up,” she mentioned. “I’m going to hopefully create a scent for the boys in my life, too. Although Dolly — Scent from Above smells so good, I believe the boys will wish to put on it.”
Although Parton and Scent Beauty are casting a large internet with the distribution technique, Parton continues to be making the method her personal. “I really wrote a track for it, referred to as Sent From Above,” Parton mentioned. “I don’t suppose that Liz Taylor ever wrote songs [for her perfume].”
“I believe I’ll have a enjoyable time selling it and revel in getting on the market and speaking about it,” Parton continued. “I actually wish to see how individuals reply to it.”
She has no plans to decelerate, both in or out of magnificence. “I’m working on lots of new music and a few enjoyable, thrilling issues on the finish of the yr,” she mentioned. “I’m working on totally different initiatives, however proper now I’m occupied with hawking my items.”
FOR MORE FROM WWD.COM, SEE:
Dolly Parton, Alicia Keys to Present at Fragrance Foundation Awards
Dolly Parton, Nina Dobrev Attend Variety and Women in Film Pre-Emmy Bash
EXCLUSIVE: Emily Ratajkowski Joins Loops Beauty as Partner, Creative Director