Although she left Victoria’s Secret a few months ago, Heidi Klum is by no means planning to retire from the fashion and beauty industry. On the contrary, the beautiful 37 year old supermodel seems to be as energetic and determined to start new projects as always.
Wondering what’s on Heidi’s mind lately? Her latest project involves releasing her own fragrance that will be called Shine. The first steps in the development of this project have already been taken as she has recently signed a deal with Coty Inc, the world’s largest fragrance company. 
Since she is already working with the company, as the face of Lady Astor cosmetic brand, the collaboration is a perfectly logical and intuitive marketing move. Moreover this project might even allow Heidi to expand her position of the company as it is seen as a highly profitable move for both her and the company.
Renato Semerari, president of Coty Beauty told WWD that the new fragrance will reflect Heidi ‘s versatile personality:
“She is a complete woman, very modern. She is an entrepreneur; she is a showgirl.”
Pointing out her contribution to the “Project Runway” TV series he went on to explain that her immense popularity “has given her a strong bond with the consumer.” Starting with these premises it’s easy to predict why the new project is believed to be such a huge success.
Although given her background this type of project seems predictable, Heidi says she that her contribution to the process is something rather unexpected for her. “I never thought my nose would recover from sniffing so many scent combinations. But it is all worth it. I want my fragrance to be truly special and head-turning so that people ask the woman who’s wearing it ‘What are you wearing? You smell delicious!”
No details about the possible formula or the notes uesd in the perfume were released yet. However, analyzing the success of her skin care line as well as her makeup collections for Victoria’s Secret, the project seems quite promising. Unfortunately for those who are eager to test the new fragrance, in order to truly see if the new fragrance matches the consumer expectations we will have to wait until September as the first Heidi Klum fragrance is only set to be released then.
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