Elvis is alive and well — at least in terms of his licensing potential.
Authentic Brands Group, the owner of the rights to the late singer's name, and Bellevue Brands have partnered to launch the Elvis Presley fragrance collection this fall, a line of scents for men and women. And the fragrances will be the start of a larger rollout of the beauty category inspired by the King of Rock 'n' Roll.
The initial collection is comprised of four fragrances under the names Legend and Forever. The men's Legend scent has musky and spicy ingredients such as pink pepper, amber and cedarwood, while Forever features black pepper, incense and fir balsam. For women, Legend has floral notes of hibiscus water, lavender buds, orange flower and rose, while Forever for Her has mandarin, apple blossom, pink pepper and ebony woods.
The bottles containing the fragrances nod to Elvis’ music history. Legend features a gold-plated mold of the entertainer on stage and Forever is a record-shaped bottle with a gold or silver vintage microphone top.
“Elvis represents rebellion, passion and individuality,” said Katie Jones, ABG’s vice president of entertainment. “Men want to be him and women are enraptured by him. The collection embodies these qualities.”
The collection will be available at retail locations at Graceland, Elvis's former home in Memphis, as well as department, specialty and duty-free stores. Jones added that the collection is expected to launch in Cannes this October as well.
Jones revealed that fragrances are just the beginning for the Elvis Presley brand, however, saying ABG plans to expand into beauty and grooming as well. “Elvis was a trailblazer in men’s grooming as well as music," she said. "Not only did he launch his own fragrance, but he also dyed his own hair as a teen, and even wore eyeliner. We see opportunity to expand the brand further into the beauty and grooming space, specifically with hair and makeup."
Authentic Brands Group acquired the rights to Elvis Presley's name, image and likeness in 2013 from Core Media Group. The brand development company announced in June a partnership with animal health and wellness CBD company Better Choice to launch a line of CBD pet products under the Elvis Presley Hound Dog brand.
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