We love her brights colors and her crisp tailoring but what, do we imagine, will the Tory Burch brand smell like? It seems we will soon find out since the Estee Lauder Co. has partnered with Burch to develop the American designer’s first signature scent, as part of its expanding Aramis and Designer Fragrances Division. The Aramis Division had already acquired beauty licenses with the Ermenegildo Zegna Group in March and Marni in September, two Italian fashion brands, representing the men’s and women’s markets, respectively. Now, Burch’s foray into beauty marks the division’s first American brand and the designer’s first step into beauty.
“For me, beauty was part of the plan since the beginning, especially fragrance,” said Tory Burch. “We saw it as a natural addition to what we’re doing now. It was a four-year conversation with Estée Lauder — it was all about the right timing for us and for Lauder. We wanted to establish ourselves for who we are and learn who we were, and it’s taken us seven-and-a-half years to really understand, from where our potential is, as well, and growth around the world. What attracted us to the Estée Lauder Cos. is that we felt their vision and our vision were completely aligned in the way we look at business and the long term.”
The first product within the license is expected to be a women’s scent in 2013, yet it probably won’t end there. William Lauder, executive chairman of the Estée Lauder Cos., told WWD that the dimensions of the deal were to create a complete house of beauty and said the company plans to do a color cosmetics capsule collection, which will be distributed in Burch’s stores. “We start with the fragrance and then do a capsule beauty collection that’s in line with [the designer’s] vision and limited in scope,” he said. “We go in tight and neat, and get a read of what really works and what the takeaway is before jumping into the water with both feet. We’ve done that successfully with one or two other brands; Tom Ford is the best example. We went in with the lipstick collection, which was very successful — and we were able to say there’s a real receptivity to the total beauty collection. We’ll try to do something similar with Tory.” If it’s anything like Tom Ford, Tory Burch is on her way to building her very own beauty empire!
Article Source: WWD
Photo Source: WWD, paperdollromance.blogspot.com
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