Dolly Parton and Edge Beauty, Inc. have signed a long-term license agreement for the creation, development and distribution of the iconic entertainment superstar’s signature fragrance, in a deal brokered by IMG.
The fragrances will be inspired by Dolly’s own signature scent, with the first collection, called Dolly Scent From Above.
The fragrance ad is set to air during the 2021 Super Bowl, with $10 deluxe fragrance samples available for purchase afterwards, per Harper's Bazaar. The $10 perfume purchase will be used as credit towards the full bottle when it launches summer 2021.
“Fragrance has always played a major role in my life—I wear my own combination of scents every day,” said Dolly Parton. “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.”
“We are thrilled to share a new facet of Dolly’s personality with her millions of fans and admirers. She strikes a universal chord that resonates globally in the hearts of people across all age groups and many cultures,” noted Steve Mormoris, CEO 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.”
Gary Krakower, Vice President of Licensing at IMG—Dolly’s exclusive global licensing representative—added: “Dolly has always been passionate about fragrances and creating her own signature scent, so it was top of our list and we are confident we have found the perfect partner in Edge Beauty. Unsurprisingly, since we started working with Dolly to create her first branded lifestyle products, the response from both fans and the industry has been huge, so watch this space as there’s a lot more to come!”