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Ariana Grande’s latest global success in fragrance has been unprecedented with sales upwards of US$500m/£381m since its launch
Grammy winner Ariana Grande invites you to an out of this world experience with her dreamy new fragrance R.E.M. This highly anticipated new fragrance, in partnership with LUXE Brands, will launch exclusively on Ulta 19 August 2020 and in stores nationwide at Ulta Beauty in the United States on 6 September 2020.
Grande’s global success in fragrance has been unprecedented with sales upwards of US$500m/£381m since its launch. The award-winning franchise boasts nominations for Fragrance of the Year, Media Campaign of the Year and Consumer Choice with the launch of “Thank U Next” in 2019 and the exciting win for Fragrance of the Year for Cloud.
“The continued success and stellar growth of Ariana’s fragrance portfolio is a testament to her relationship with her fans and the passion and authentic involvement she has with her brand. We are honoured to again be partnering with such a groundbreaking artist and look forward to continued success with the launch of R.E.M.,” says Tony Bajaj, Chief Executive Officer of LUXE Brands.
“The R.E.M. fragrance has quickly become a favourite of mine. So much so that I named it after one of my favourite songs and paired it with one of my favourite visual worlds which is that 60s mod, space, dream world,” said Grande.
“I wish I could live in that world forever and wear this scent while I’m there and just have it blasting out of my spaceship at all times to combat any potential bad vibes. This scent feels warmer, sexier, more grown and kind of grounded more so than the others but the secret ingredient that gives it that sweetness and ties it in with the rest of the family is caramel! I am very excited about this and I hope everyone loves it as much as I do.”
“Ariana is the creative visionary behind the animated, fantasy world of R.E.M. and has partnered with award-winning package designer Joshua English on the bottle design, Oscar-nominated director Olivier Lescot and illustrator Cheyne Gallarde to create the R.E.M. universe. Ariana transforms into a strong, feminine heroine fighting to save the world and inviting her fans to share in the journey,” explains Noreen Dodge, Chief Marketing Officer of LUXE Brands. The R.E.M. narrative is optimistic, empowering and synergistic with the values Ariana imbues.
The campaign is a first for the category with its dramatic animation and visual delight for fans as Ariana, Toulouse, Piggy Smalls and other special guests conquer the galaxy. “I am excited to collaborate with an artist as talented as Ariana Grande on this animated tribute to sci-fi from the ’70s to today. I am inspired by science fiction in my visual work and delighted to have the chance to draw upon its rich iconography to bring to life the irresistible pop of Ariana,” says Lescot.
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