Friday, January 21, 2011

Heidi Klum Signs A Fragrance Deal With Coty


Five minutes ago, in our living room-
Me: Heidi Klum signed a deal with Coty for her own fragrance.
The Blond(in the most bored tone ever): Aren't we super super excited about this?

According to WWD, the perfume will be called Shine and become available in September. Heidi Klum might be one of my favorite celebrities, but celebrity perfumes are a loathsome genre, focused on making an instant sale and not actually on allowing the celeb in question express himself or herself artistically in perfume (if there's any such intention to begin with). Just go read Chandler Burr's The Perfect Scent to understand how Coty mangled the original vision Sarah Jessica Parker had for Lovely. Then there's the fact that once again we're dealing with Coty, a company that managed to kill  its own truly prestigious heritage.
“Heidi Klum’s radiance, warmth and spontaneity are perfect for Coty,” said Bernd Beetz, chief executive officer of Coty Inc. “Her personality and business ventures will help Coty reach untapped audiences.”

Whatever.

A completely unrelated photo of Heidi Klum with Prince Albert of Monaco by Roxana Lowitt.

3 comments:

  1. There's an untapped audience? Who knew? ;)
    I tend not to get excited about celebrity scents. The last one I really enjoyed was Catherine Deneuve's scent. I would have loved to smell the original version of SJP's scent. The current is unusual for a celebrity scent in that it isn't sugar-coated fruity bombs.....

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  2. it's a business. we like to think it's an art, but at the end of the day it's a business, just like movie making. if they don't think they can sell it, they won't make it. clearly, heidi has some sales power... so, voila.

    cheers,
    minette

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