Stella McCartney unveils fragrance for Millennials
Stella McCartney is eyeing a new generation of women and is launching a fun new fragrance.
Aimed at Millenials, Pop is a woody and floral fragrance with a mix of tuberose and sandalwood.
The British designer says it's a fragrance for young woman who are “popping, and ready for the next phase".
Pop is encased in a clear glass bottle with a faceted base, which resembles an upside-down version of the bestselling Stella perfume bottle. It also has a metallic pink, built-in spray cap. The cap’s design has been drawn from the medallion on her signature Falabella bag.
McCartney called Pop’s development “a massive personal project,” and added during an interview with WWD that because she finds the next generation of women so inspiring, she wanted to give them “a voice and a fragrance.”
McCartney explained she created Pop because the industry largely talks to them “in a way that does not befit their intelligence, or their place in the world."
"These young women need to be encouraged and inspired, and they need to be represented in the world of beauty. Pop is hopefully saying something important. I’m interested to see how it’s taken,” she said.
The accompanying ad campaign is aimed at women buying fragrance for the first time, according to Antoine Delgrange, global brand director of P&G Prestige Beauty.
The ad campaign features four models in their late teens and twenties, including the singer Claire Boucher, known as Grimes.
McCartney is the artistic director for the campaign and personally picked the four models. She plans to reveal the names of the remaining three via her brand’s social media channels over the next week.
The 44-year-old denied that Pop was an effort to cultivate a new generation of fashion customers.
“The styling point for this isn’t about who is buying my clothes or the demographic. I’m a mother of young girls, and I’ve encountered this next generation of girls in my everyday life," she said, adding, "It’s not a commercial approach at all for me, it’s an emotional one for sure.”
Pop will launch later this month in the U.S. at Sephora, Stella McCartney stores and online. It will roll out worldwide to 1,500 to 2,000 stores by July (16).
Pop is McCartney's third fragrance. The first one, Stella, was unveiled in 2003. Two years ago the designer re-launched it with new packaging and bottle sizes. Her second fragrance L.I.L.Y., which hit shelves in 2012, is no longer on the market