Monday, January 24, 2011

Heidi Klum Shine: a new celebrity fragrance

The saturated market of celebrity scents (fragrances issued by celebrities in collaboration with some big perfume -producing company under their own name) is getting one more contender: Heidi Klum's fragrance, Shine.

The supermodel will release Shine alongside Coty Beauty. The new perfume is expected "to make people smell and feel delicious" although dissonant voices feel the move is a sellout for the classy “Project Runway” star. So why the choice? On Coty's part it seems obvious enough: Steve Mormoris of Coty Beauty said, “Heidi has a unique position in the market. She is not just a supermodel or a celebrity - she is also a businesswoman. She is very multifaceted - we plan to create a fragrance which celebrates all of those facets.”
The former Victoria’s Secret Angel on the other hand said, "I am thrilled to be partnering with Coty on my new fragrance. Working for a long time on developing a signature scent and watching it finally come to life is so exciting. I never thought my nose would recover from sniffing so many scent combinations, but it is all worth it." [source]

Now, how will it smell? I think "delicious" hints at a fruity floral with sweetness or a vanillic floriental without animalic notes. I could be wrong, but...

Edit to add: Updated news on the Shine fragrance by Heidi Klum: "an oriental scent made of pink peppercorn, pear and mandarin top notes; a mimosa absolute, sunflower, and lily of the valley heart; and musk Cosmone [ed.n. a novel aromachemical], vanilla and Venezuelan tonka bean drydown."
 Sweet, fruity, clean musk drydown. All check!

One commenter on People writes "I’m sure Heidi, like most celebrities, have them means to buy a lot of fragrances I can’t afford. I would expect her perfume would smell great and hopefully incorporate a lot of the characteristics from those more expensive lines so I can smell great too."
Sadly, in my personal experience in fragrant sniffing, celebrities doing brand extension through perfume launches don't necessarily expand their own taste into fragrance (JLo and Sarah Jessica Parker being exceptions), instead leaving the marketing team of Coty, Parlux, etc. decide what the intended audience would buy best...

Launch of Heidi Klum Shine is scheduled for autumn 2011 in North America and Latin America.


  1. I just think the world don't need an additional celebraty perfume! And the business woman she presents wouldn't any way buy such a fragrance!

  2. The only celebrity perfume I'm looking forward to is Lady Gaga´s, even though it's unlikely it will be anything near as fashion forward and edgy as her appearance. Heidi is a 'meh' for me.


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