Two years after signing a licensing deal with IMG, multihyphenate entertainer and philanthropist Dolly Parton is making her first plays in beauty.
The fragrance line includes two eau de parfums, which will launch on HSN on July 28; a body cream; an eau de toilette, and a body mist in Walmart, Walgreens, Scent Beauty’s website and an Instagram store. Prices range from $40 to $65; industry sources think the range will surpass $40 million in sales during its first year at retail.
Scent Beauty’s licensing deal with Parton was a coup for the company, which is optimistic about the line’s performance — and its tailored approach to distribution. “Dolly Parton is a cultural icon that’s resonating with Americans and people all over the world — she’s cross-generational,” said Steve Mormoris, chief executive officer of Scent Beauty.
Parton has more products in mind, too. “I’m going to be doing wigs, and accessories and makeup,” she said. “I’m going to hopefully create a scent for the men in my life, too. Although Dolly — Scent from Above smells so good, I think the boys will want to wear it.”
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You should be WWDD. What would Dolly Do
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