Award-winning singer and songwriter Shawn Mendes shot to music stardom on social media in 2013 and was named one of Time Magazine’s “Most Influential Teens” in 2014, 2015 and 2016, as well as one of Forbes’ “30 Under 30” in 2016. With the launch of Shawn Mendes Signature, Shawn extends his authentic and artistic sensibility into a new category. Shawn Mendes Signature is a scent for a new generation of women and men, designed to be worn as an individual expression of confidence, passion, and determination.
With two best selling albums, sold out tours, and a daily expanding fan base of over 50 million on social media, 2017 is the opportune time for Shawn to expand his brand and introduce his rich artistry to his fans through fragrance,” said Ron Rolleston, Executive Vice President, Global Fragrance Marketing at Revlon. “Shawn’s creative vision and dedication to his craft were evident throughout the fragrance and campaign development process and now at launch. He was involved every step of the way, ensuring that Shawn Mendes Signature is true to who he is and one that his fans will love,” he added.
In partnership with Revlon, Shawn launches the fragrance where he got his start, on social media. He teamed up with renowned photographer and filmmaker, Danny Clinch, to create a content-rich documentary-style launch campaign.
The campaign takes an un-staged approach in capturing small details or spontaneous moments on the road during Shawn’s 2017 Illuminate World Tour and at his concert in Dublin. A compilation of short video vignettes tells the story of Shawn Mendes Signature, inspired by the artist’s passionate journey and soulful authenticity of his music. Through glimpses of Shawn’s casual, everyday routines on the road, a deeper, more introspective occasion is revealed in a raw and powerful way. The meaning behind this campaign speaks directly to the emotional honesty that Shawn is known for, presenting the new fragrance brand in a compelling way that his fans can connect even deeper with.
“I’m so excited to reveal my Signature fragrance with this amazing series of documentary visuals that I shot with Danny Clinch during my tour in Dublin. With the fragrance itself, as well as with this campaign, I wanted to create something really special that I could share that represents the authenticity of my music and my connection with my fans.”
– Shawn Mendes
Drawing together his creative energy, contemporary style and Canadian roots, Shawn Mendes Signature is an addictive scent for a new generation of women and men, designed to be worn as an individual expression of confidence, passion, and determination.
Shawn Mendes created Signature alongside IFF perfumer Celine Barel, who said, “This fragrance is inspired by Shawn’s artistry, passion for music and his Canadian roots. We wanted ingredients that would resonate with his fans and have elements that reflect where he comes from.”
Shawn Mendes Signature is a multi-faceted composition that showcases unexpected notes and brings forth simultaneous sweet and woody sensations. With undeniably addictive appeal, the floriental woody scent recognizes Shawn’s Canadian heritage with a Sugar Maple Accord in the heart. Opening with refreshing citrus notes, the fragrance evolves with an infusion of radiant florals, ending with a lasting woody impression.
TOP: The fragrance opens with a fresh, electrifying accord of Lemon Oil, Pineapple and McIntosh Apple.
MID: An alluring blend of Frangipani, Sugar Maple Accord and Rose Petals provide a floral scent at the heart.
BASE: A bold woody finish is revealed with a smooth, sensual combination of Dulce de Leche, White Cedar and Skin Musk.
The vintage-inspired artisanal design of the bottle speaks to Shawn’s appreciation of true craftsmanship, similar to his music and style. The tinted glass is embossed with Shawn’s name, making it truly personalized. Featuring a copper-toned guitar pick, engraved with Shawn’s signature, and topped with a matching cap that mimics a wrapped guitar string, the rustic and authentic feel of the packaging makes a unique statement.
Featured on the carton is a design inspired by Shawn’s first tattoo—an abstract acoustic guitar comprised of trees, the Toronto skyline, and a sound wave –adding a personal touch for his fans.
Shawn Mendes Signature 3.4oz/100ml EDP $59.50
Shawn Mendes Signature 1.7oz/50ml EDP $49.50
Shawn Mendes Signature 1.0oz/30ml EDP $39.50
Shawn Mendes Signature.33oz/10ml Rollerball $20.00
All prices are manufacturer’s suggested retail prices in US dollars. SHAWN MENDES Signature is available at Macy’s stores and online at Macys.com in August 2017.