CBS Consumer Products has partnered with Hatchbeauty for a series of exclusive fragrances for The CW’s reality program "America’s Next Top Model."
The first product in the line is called Dream Come True and is developed by Hatchbeauty, Cosmo International and perfumer Arnaud Winder. The scent will be available for pre-sale on Target's website Jan. 1, 2012 and at Target and Regis stores in the U.S. Dec. 23.
The partnership will involve the introduction of multiple fragrances and collaboration with future “ANTM” cycle winners, who will work with Hatchbeauty as part of every grand prize package going forward.
The new fragrance was revealed on the season finale episode, which aired Dec. 7. Host Tyra Banks unveiled the first fragrance, and announced that the winner of this cycle’s “ANTM,” Lisa D’Amato, would be made the official spokeswoman.
As part of the on-air integration, Ben Bennett, Hatchbeauty creative director, appeared as a guest expert on episode 7 of “ANTM’s” cycle 17, which aired Oct. 26.
“‘America’s Next Top Model’ is an aspirational show that gives viewers an inside look into the fashion and beauty industry,” says Liz Kalodner, executive vice president and general manager of CBS Consumer Products. “A Top Model fragrance is a natural fit, and the show's producers and Hatchbeauty did a fantastic job creating a unique challenge to showcase the introduction.”
“Working with these very dynamic women was an exhilarating experience,” says Bennett. “The excitement and enthusiasm that pervades the set inspired our inaugural scent, Dream Come True. There is a joie de vivre the contestants conveyed that we tried to capture in the fragrance.”