Grammy award-winning singer/songwriter Taylor Swift has partnered with Elizabeth Arden to launch her first signature fragrance, Wonderstruck.
Drawing inspiration from Swift’s personal life, the fragrance keeps true to an eclectic and traditional aesthetic, making every element of the brand authentic. The name Wonderstruck comes from the song “Enchanted” on Swift’s current album, Speak Now, and suggests the awe-inspiring feeling that comes from experiencing something magical, especially the rush of an instant connection with someone.
“I wrote the lyric, ‘I’m wonderstruck, blushing all the way home,’ for the song ‘Enchanted’ about the first time you meet someone,” said Swift. “A fragrance can help shape someone’s first impression and memory of you. It’s exciting to think that Wonderstruck will play a role in creating some of those memories.”
Swift collaborated with perfumer Olivier Gillotin of Givaudan to create the juice—a gourmand floral inspired by her favorite memories and scents. The alluring top notes of freesia, apple blossom and raspberry melt into an authentic heart of vanilla and honeysuckle, and dry down to engaging base notes of amber, sandalwood and peach.
“Taylor has so many appealing qualities that have captivated fans, making her the superstar she is today,” said Gillotin. “She had a vision for this fragrance and we could not have been more thrilled to help her make it come to life. As the fragrance is revealed note by note, each spray delivers hints of her beauty, femininity, success and independence.”
Elizabeth Arden worked with SGD to create the packaging—a deep purple bottle with an iridescent rainbow finish, never before used in the fragrance industry, to give the bottle a magical glow. Adorning the bottle are antiqued gold charms—a Moravian star, dove and birdcage—that were-handpicked by Swift to evoke her whimsical flair. The charms also appear within the intricate detail of the embossed cap, capturing the star’s love of hidden messages. The carton is a modern day patchwork, an homage to the various fabrics Swift has collected on her travels, and the finishing touch is a gold embossed ’13,’ which fans will recognize as the singer’s lucky number.
The eau de parfum is available in department and specialty stores this month, and is priced at $49.50
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