Ariana Grande unveils new fragrance collection with exclusive regional launches
Grammy winning singer, songwriter and actress Ariana Grande is launching a new multi-fragrance collection in partnership with prestige beauty company Luxe Brands.
Described as a "personal endeavour to make scent the ultimate and universal love language", each fragrance attempts to convey timeless and evocative messages of passion and affection.
The collection launches with four regional exclusive scents, including Pink Woods in North America, Angels Kiss in Europe and Pressed Petals in Australia, saving Vanilla Suede for the UK.
Boasting notes of sandalwood and rice milk, as well as vanilla bean and liquid musk, the UK exclusive scent promises to deliver an "incredibly addictive and delectable, almost veil-like sensuality" - available at Boots from 14 August.
The fragrances are housed in soft A-shaped glass bottles, with rose gold caps paying homage to Grande's first original fragrance bottle, adding a nod of "nostalgic charm" to the collection.
Each label is then crafted from premium paper, offering a "luxurious and tactile" touch to complement and elevate the experience.
"I'm so excited for the launch of this collection. It is more expansive and bold than anything we have ever done and I am very excited about this opportunity to deliver these little letters of love to my fans all over the world, via scent," said Grande.
"Each of these scents have been designed to evoke the many different moods and phases of love. People from around the globe will be able to experience these little, unique, bottled messages of love and know that somewhere else, not too, too far away, others are also feeling the whimsy of love, in their own individual way, while enjoying their own delicious and magical scent."
The new collection was created in collaboration with esteemed fragrance houses Robertet and International Flavors and Fragrances, developed in partnership with Luxe Brands, which has also worked with Khloé Kardashian and Nicki Minaj.
Noreen Dodge, Chief Marketing Officer and Chief Commercial Officer of Luxe Brands, said: "With over a decade of developing and creating iconic fragrances together that have resonated with consumers around the world, we were inspired to push the boundaries with a unique approach to this launch.
"Ariana is considered amongst an elite class of perfume innovators and this collection personifies Ari's passion and love for fragrance and creating beautiful products for her fans."
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The collection is complimented by a "whimsical" campaign, inviting consumers to discover how fragrance is the ultimate and universal love language. As part of this, Grande has teamed up with acclaimed photographer and director Carljin Jacobs.
Through Jacobs' visionary lens, the new campaign imagery captures Grande in moments of carefree fun in a world of pink light, heart shapes, romantic swings, and silken rose beds.
Meanwhile, the film sees Grande cheekily craft each LOVENOTE, "pulling our heart strings from paper to stamp to post with a playful and magical worldwide send off in the end".
"We wanted to create something bold and unique, something that captures the essence of Ariana's personality," says Jacobs. "This campaign is a celebration of love and romance, conveyed through playful gestures that resonate with audiences worldwide."
