LUXE Brands still investing in celebrity scents

Later this year, Ariana Grande CLOUD will go on sale at Ulta in the States and at Shoppers Drug Mart in Canada. For the initial launch, the fragrance will be available exclusively at those retailers. Before holiday, “the brand will roll out to additional prestige retailers,” ​according to a media release announcing CLOUD.

LUXE Brands is based in Plantation, Florida, and got its start in 1999. In a market where many new, niche, and natural fragrance brands are winning over consumers, LUXE Brands seems to be doing a good business with celebrity scents. “Each of Ariana's fragrances continues to surpass expectations, simply defying the trajectory of celebrity fragrances,” ​Joel Ronkin, CEO of LUXE, tells the press.

“This is a true testament to her ability to connect with her fans and her incredible passion to deliver a superior fragrance for them,” ​believes Ronkin. “We are incredibly honored to partner once again with such an influential and aspirational artist and look forward to continued success with the launch of CLOUD.”​

Musical acclaim ​

The celebrity behind a celebrity scent is, of course, instrumental to the success of the product—which is one reason LUXE is so ready to work with Ariana Grande. Calling attention to her accomplishments as a recording artist and performer, the LUXE media release notes that “her latest single, No Tears Left To Cry, debuted at #1 on iTunes in 88 countries worldwide making her the first artist in music history to see the lead single from her first four albums debut in the Top 10 on Billboard Hot 100.” ​

And the release goes on to say that her “fragrance franchise has been touted as one of the most successful celebrity fragrances in recent years. In 2017, the Ariana Grande fragrance brand boasted upwards of $150m in sales since launch.”​

Fragrance acumen ​

The forthcoming fragrance and its stylized bottle is meant to optimistic, hopeful, and youthful. Ariana Grande CLOUD has the following notes (according to the media release):

TOP

• Lavender Blossom
• Juicy Pear
• Bergamot

HEART

• Crème de Coconut 
• Praline
• Vanilla Orchid

DRY DOWN

• Sensual Musks
• Creamy Woods

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Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.