Dolly Parton to launch into fragrance with Edge Beauty
Country singer-songwriter and pop culture icon Dolly Parton is set to launch into fragrance with multi-brand omni-channel platform Edge Beauty.
Parton and the beauty company have entered a long-term license agreement for the creation, development and distribution of Parton's signature fragrance in an arrangement brokered by IMG. Previously, Parton and IMG partnered to launch a Dolly Parton lifestyle brand in May of 2019.
According to a press release, the fragrances will be inspired by Parton’s own signature scent. The first collection is set to launch in Spring 2021.
“Fragrance has always played a major role in my life – I wear my own combination of scents every day,” Parton said. “I am so excited to share this dream with my fans. Developing my own brand and scent with Edge Beauty has been an amazing experience, and I am looking forward to becoming a big part of the fragrance community.”
Although the topics covered in her songs, film projects and aesthetic speak to values from feminism to sex positivity, Parton is notorious for keeping her personal opinions private, allowing her to hold court with a wide range of fans.
“[Parton] strikes a universal chord that resonates globally in the hearts of people across all age groups and many cultures,” said Steve Mormoris, chief executive officer of Edge Beauty, Inc.
“The Dolly Parton franchise will be a powerhouse pillar for Edge Beauty and we are delighted to build Dolly’s brand.”
Additional details of the new fragrance line will be revealed soon, Edge Beauty said.
Along with Parton, Edge Beauty's portfolio also includes another female music legend—Cher—as well as Scent-Organix and The Phluid Project.
The fragrance announcement comes at a time when Parton's name has been regularly popping up in the press, catching positive headlines for the addition of her documentary 'Dolly Parton - Here I Am' and her Christmas movie 'Christmas on the Square' to Netflix, as well as the news that she was one of the major funders of Moderna's Covid-19 vaccine.
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