You’ve heard of celebrity fragrance, but what about supermodel fragrance?
Thanks to a new partnership with IMG and Inter Parfums Inc. models are about to become beauty’s newest olfactory stars; and Lily Aldridge is the first cab off the rank.
WWD has announced that IMG-backed Aldridge is developing a line of fragrances based on her global travels and favourite scents – set for release in 2109.
Speaking on Aldridge’s new beauty endeavour, Inter Parfums Inc. chairman and CEO Jean Madar, said: “We are trying to build exactly the opposite of what celebrity fragrance was for the last 20 years.
“We want Lily to create the product, not our marketing people. We opened the kitchen for her, she’s cooking, she’s designing, it will have her name on the bottle. It’s quite different from other license models that we have. It’s a real partnership with the talent and the company that knows how to make product.”
The collection is to be sold through a digital-first approach that follows along a similar vein to Kylie Jenner’s strategy for Kylie Cosmetics. The four fragrance-strong collection is to be sold direct-to-consumer via an e-commerce business linked directly to Aldridge’s social channels. Inter Parfums Inc. managing director Greg Reznik confirmed this, saying the idea is to sell directly to Aldridge’s 5.2 million Instagram followers who provide “big interaction numbers”.
The fragrance line will mark Aldridge’s first beauty product collaboration as the 32-year-old model explained that she “…had spoken with IMG for years about branching into the beauty world because it’s something that is so much a part of my lifestyle.”
