Two years after signing a licensing deal with IMG, multihyphenate entertainer and philanthropist Dolly Parton is making her first plays in beauty.
In her first bid for the beauty consumer, Parton — who has had a busy year, from funding coronavirus vaccine research to the opening of Dollywood, her theme park in Tennessee — is introducing Dolly — Scent From Above, her first fragrance line in partnership with Scent 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.
Fragrance made perfect sense for her first beauty product, Parton told WWD, given her own relationship with scent. “When I signed my branding deal with IMG, I thought, ‘I’m going to start with perfume.’ Everybody has always told me how good I smell,” Parton said. “I felt like a mad scientist trying to find the right combination, but we did and it took us about two years. I’m going to be doing wigs and accessories and makeup.”
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. “Given this broad appeal and icon status, we decided to not pursue any one channel, but to have a broad-base distribution strategy from luxury channels to mass.”