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Twain Scents Off For The Second Time With Coty

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Star magazine
May 22, 2007

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Shania Twain has teamed up with Coty for the second time to launch her second perfume, Shania Starlight by Stetson. “I enjoyed the first experience so much that I wanted to do it again,” Shania Twain told Women's Wear Daily of the perfume which hits stores in September. “The fragrance has a sense of maturity, while being sexier and more sensual. I want women to feel luxurious and glamorous while wearing it.”

The second fragrance will show off the different side of Twain, not so closely associated with country music, Coty executives hope. Developed by Givaudan’s Caroline Sabas, the fragrance is described as a “fruity floral” scent and carries hints of everything from mandarin and lemon, apple blossom and white freesia to jasmine, cashmere woods, and musk.

“This has a more elaborate olfactory structure, with floral fruity notes which create a more energetic and sparking feel that’s directly linked to the concept of starlight,” Steve Morris, senior vice president of global marketing for Coty Beauty said to WWD.

Though creating such a complex fragrance can be difficult, Twain admits she especially enjoyed smelling the different scents. “The freesia note gives it a femininity, while citrusy note like mandarin give it an energetic bold,” said Twain. “The blend of amber with musk makes it more romantic.”

Industry experts expect Coty to support the launch with a $10 million print and television campaign, while Coty is working with Twain’s record label, Mercury Records, on CD tie-ins.

As for Twains’ CD, she confesses, “I want to come back with a very positive impact. My career is music, so if I can’t focus and write, I have nothing to revolve the rest of my career around. I’m putting together a diary about a new chapter in my life that I’m about to share, and I might write a little more about my own struggles.”

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