From WWD
Critical Mass: Raven Appeals to Anti-Britney Teen
By Faye Brookman
NEW YORK The mass market has a new star to add to its growing celebrity portfolio: A fragrance and a line of cosmetics handpicked by Raven Symone and bearing the name of her hit Disney show, "That's So Raven," will hit specialty and mass market stores starting next month.
What's notable about Symone is that she appeals to a multicultural audience and attracts a younger user to the beauty category than existing celebrity-endorsed products.
For the fragrance, Disney Consumer Products turned to boom LLC. The That's So Raven scent is priced in the $7.50 to $12 range and also was selected by Symone. According to Rebecca Killian, vice president of creative for boom, the scent is a combination of sugary fruit flavors, melded with warm vanilla bean and musk. She said it will stand out in the celebrity market because of the appeal Symone has with young girls. "Britney is Britney. Paris Hilton is an heiress. But the girls buying Raven buy into the Raven proposition. They buy it because of her character," said Killian.
That's So Raven, the fragrance, will be available in May Corp. department stores, specialty stores and mass market doors. The lineup consists of a 1-oz. cologne spray, a 0.5-oz. pocket cologne spray and a roll-up fragrance shimmer stick. Creative holiday gift sets, such as jewelry filled with solid perfumes, are planned.
Critical Mass: Raven Appeals to Anti-Britney Teen
By Faye Brookman
NEW YORK The mass market has a new star to add to its growing celebrity portfolio: A fragrance and a line of cosmetics handpicked by Raven Symone and bearing the name of her hit Disney show, "That's So Raven," will hit specialty and mass market stores starting next month.
What's notable about Symone is that she appeals to a multicultural audience and attracts a younger user to the beauty category than existing celebrity-endorsed products.
For the fragrance, Disney Consumer Products turned to boom LLC. The That's So Raven scent is priced in the $7.50 to $12 range and also was selected by Symone. According to Rebecca Killian, vice president of creative for boom, the scent is a combination of sugary fruit flavors, melded with warm vanilla bean and musk. She said it will stand out in the celebrity market because of the appeal Symone has with young girls. "Britney is Britney. Paris Hilton is an heiress. But the girls buying Raven buy into the Raven proposition. They buy it because of her character," said Killian.
That's So Raven, the fragrance, will be available in May Corp. department stores, specialty stores and mass market doors. The lineup consists of a 1-oz. cologne spray, a 0.5-oz. pocket cologne spray and a roll-up fragrance shimmer stick. Creative holiday gift sets, such as jewelry filled with solid perfumes, are planned.
