Ariana Grande is launching a new quartet of fragrances under the name Lovenotes, in partnership with her fragrance license-holder, Luxe Brands. Like a celebrity version of Le Labo’s city-exclusives, each of the four fragrances has an area where it is exclusive.
Each scent is a love letter from Ariana to the world, conveying timeless and evocative messages of passion and affection. In the campaign, centered around writing love notes, Ariana Grande “invites you to discover how fragrance is the ultimate and universal love language.”
“I’m so excited for the launch of this fragrance collection that is so incredibly unique for me,” says Grande. “It is more expansive and bold than anything we have ever done and I am very excited about this opportunity to deliver these little letters of love to my fans all over the world, via scent. Each of these stunningly crafted scents have been designed to evoke the many different moods and phases of Love. It is a celebration of love and intimacy of all beautiful kinds: romantic love, platonic love, self love. People from around the globe will be able to experience these little, unique, bottled messages of Love and know that somewhere else, not too, too far away, others are also feeling the whimsy of love, in their own individual way, while enjoying their own delicious and magical scent. I love how unifying this collection and drop feels and I hope it makes us all feel a little bit closer. This collection is a true love letter to all my fans out there, even the ones that are too far away to hug at this moment!”
“With over a decade of developing and creating iconic fragrances together that have resonated with consumers around the world, we were inspired to push the boundaries with a unique approach to this launch,” explains Noreen Dodge, Chief Marketing Officer and Chief Commercial Officer of LUXE Brands. “Ariana is considered amongst an elite class of perfume innovators and this collection personifies Ari’s passion and love for fragrance and creating beautiful products for her fans”.
The Lovenotes by Ariana Grande collection was created in collaboration with Robertet and International Flavors and Fragrances, and includes:
Pink Woods
Captivating and instantly alluring, this fragrance opens with sparkling notes of Italian Bergamot making the fragrance bright and inviting. A divine woodiness comes from both the back and heart and is wrapped in alluring Vetiver and Lotus Flower. A beautiful blend of Tonka Bean and Cashmere Woods shines with a subtle hint of Cotton Candy, creating an unexpected addicting yet unforgettable signature.
Pink Woods is exclusive to North America
Vanilla Suede
An irresistible beautiful second skin fragrance that delivers an incredibly addictive and delectable, almost veil like sensuality. The top teases with an introduction of sparkling notes, but the essential story of intimate warmth starts to emerge in the heart from the creamy Sandalwood and rice milk. The vanilla bean and liquid musk in the back evolve this story unveiling a cocooning sensuality and a skin-like appeal.
Vanilla Suede is exclusive to the UK at Boots
Angels Kiss
An elevated velvet-like addiction, the fragrance opens with an unexpected blend of rich berries and Rose Water Gelato. The delicate blend of Whipped Musks and Rose provides an unexpected creamy yet petally contrast that fills the fragrance with texture. Luminous Amber and Blonde Woods introduce yet another layer of beautiful complexity for an unforgettable signature.
Angels Kiss is available Pan Europe as Douglas Exclusive
Pressed Petals
A multi-dimensional floral that is incredibly captivating, this fragrance opens with an inviting blend of bergamot and lemon. The fragrance quickly transforms into a beautiful story of rich violet leaf, jasmine petals, and lily paired with the sweetness of raspberry adding alluring depth. A new layer unfolds with the sandalwood, amber and marshmallow bringing in a creamy and delectable warmth and signature richness.
Pressed Petals is exclusive to Australia.
“It is more expansive and bold than anything we have ever done and I am very excited about this opportunity to deliver these little letters of love to my fans all over the world, via scent”
Ariana Grande
For the promotional campaign, Ariana Grande has teamed up with acclaimed photographer and director Carljin Jacobs for a whimsical and iconic approach to the LOVENOTES story. Through Jacobs’ visionary lens, Ariana transports us into a realm where romance and playfulness intertwine. The imagery, both captivating and otherworldly, captures Ariana Grande in moments of carefree fun, evoking a sense of magical spontaneity in a world of pink light, heart shapes, romantic swings, and silken rose beds. In the film, Ariana Grande cheekily crafts each LOVENOTE, pulling our heart strings from paper to stamp to post with a playful and magical worldwide send off in the end.
“We wanted to create something bold and unique, something that captures the essence of Ariana’s personality,” says Jacobs. “This campaign is a celebration of love and romance, conveyed through playful gestures that resonate with audiences worldwide.”
The fragrances are available as 125ml and 10ml Eau de Parfum Spray from the following locations:
North America:
US: Ulta Beauty, Sephora and Sephora inside Kohls on-line 9/15 in stores 9/27 Canada: Sephora.com 9/15; Shoppers Drug Mart 9/29 Mexico: Liverpool: October 1st UK: Boots on 8/14 with rollout in fall
Pan Europe: Launching exclusively with Douglas and Nocibe (France) 8/19
Australia: Coming Soon
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This gal does seem to embrace her celebuscent spokesmodel role with more vigor than most of the check-signers! She's a pro!