Hot 100 Fest headliner and pop princess Ariana Grande has produced not one, but two hit fragrances thanks to beauty company LUXE Brands.
“More units of ARI were sold last year than all other new launches [from LUXE],” said Joel B. Ronkin officer of LUXE Brands, the company which debuted the Ari fragrance in September [no sales figures were released from the company].
The singer behind Hot 100 hits “Into You,” “Dangerous Woman” and “Problem” is excited about her follow-up fragrance as well. “Launching Ari was a dream and just like Ari, I wanted this to be something my fans would love, so the vibe is sweet, fun and sexy,” says the singer about Sweet Like Candy. Grande is also “obsessed with the bottle” of her new fragrance, saying it’s a “perfect shade of matte pink.”
Billboard spoke exclusively with Noreen Dodge, chief marketing officer of LUXE Brands to learn about the company’s first celebrity fragrance and the creative process behind the pop singer’s new perfume. Their beauty portfolio includes the licensing rights to Hawaiian Tropic, distribution rights to “Joy” by Jean Patou and Josie Natori’s fragrance.
How was Ariana involved in the creative process?
She was very involved, from visiting the fragrance house, to sitting down with the packaging designer and attending meetings with the marketing team. Ariana wanted to ensure that her personal voice and touch was constant throughout the brand. The design of the bottle and accents are the same for both Ari and Sweet like Candy.
Why is that?
The bottle design is an expression of Ariana’s love for old Hollywood, combined with a delightfully plush pom-pom charm. The contrast in the design was a nod to the artist’s playful side, immediately connecting with her fan base. Ariana loved the faceted bottle [from Ari] so much that she wanted to re-imagine it for the new brand, coating the entire bottle in matte pink.
How long did it take to create?
To launch a fragrance typically takes about a year. It starts with the artist first and foremost and then the ideation process begins. We work closely with Ariana to develop an authentic brand and partner with leaders in the beauty category as it relates to the design, the fragrance, the bottle and ultimately the creative and PR campaign for the brand.
Describe the fragrance notes.
Ariana fell in love with the sparkling blackberry top, combined with natural Italian bergamot, making the introduction of the fragrance addictively sweet. The dry down of the fragrance has a beautiful blend of cashmere woods and vanilla – a combination she couldn’t get enough of. A fragrance that the artist loves and her fans will love is always a winning combination that every fragrance brand aims to achieve.
Sweet Like Candy is being sold exclusively at ULTA stores and online for the first month. Why?
ULTA is a powerful retail force that understands how to reach the millennial shopper. Ari by Ariana Grande was an incredible success there, so we wanted to continue to build this strategic partnership. Sweet Like Candy is exclusive to ULTA ($49 for 1.7 fl.oz) for the first month and then will launch nationwide starting late August with retailers including Lord and Taylor and Macys.com in the U.S. and Shoppers Drug Mart in Canada.
Who is the Sweet Like Candy Girl?
Ariana’s message to her fans is to be true to who you are, be confident, celebrate your flaws and have fun. It is such a powerful and hopeful message that truly resonates with girls all around the world. The Sweet Like Candy girl takes that message to heart and is not afraid to show her playful side and have a bit of fun.