On Monday afternoon, Gwen Stefani detached herself from Kingston for a short time to unveil her very first fragrance called L (the L stands for love). She and Coty Prestige collaborated to create this scent, and together, they had a launch party at the Soho House in NYC where two Olympian swimmers performed water ballet.
The perfume is made from water hyacinth, white freesia, pear leaves, violet leaves, jasmine petals, rose, lily of the valley, sweet pea, orange blossom, frangipani blossom, peach skin, heliotrope flower and musk.
It will be available at Nordstrom in July and in other retail doors in September in two sizes: 1.7 oz for $55 and 3.4 oz for $70. There will also be a body lotion for $32, a shower gel for $30, and a solid perfume for $42.
The focal point of the bottle is a large gold cap of interlocking Ls, which pulls off to reveal an aqua interior. The underbelly of the cap has Rastafarian colors, red, yellow and green and the perfume has an aqua actuator.
The packaging of the box is a cheetah print cartoon with a black stripe and a stylized L. The inside of the box contains the tag line from the fragrance: "I want you all over me." This is a lyric from her song, "Crash."
It is said that she is working on five fragrances, but L will be the classic scent.
To read about L and what Gwen has to say about her fragrance,
Both print and TV ads are in the works and they will both star Gwen. Apparently the TV shoot was quite chilly, which took place in a cold swimming pool from 9:00am to 7:00pm and made the taping a bit difficult. The print ads were shot in Ibiza and will begin running in magazines in September.
According to Gwen,
"It's sort of amazing to go from selling fragrances (that's what she did before she became a musician) to having one of my own. I certainly never expected it when I was selling Borghese and Ultima II at the Broadway!
I wanted this fragrance to be light, fresh and clean. I want people to say, 'I want to smell like that.' I'm kind of embarrassed by how much I enjoyed creating this fragrance. It's another way to say who I am. I love this one so much I'm not sure what I'm going to come up with for the next one."