June 12, 2021
Fans Will Help Decide What Judy Garland-Inspired Fragrance Will Smell Like
Matthew Wexler READ TIME: 2 MIN.
What did Judy Garland smell like? The sweet Kansas hay from "The Wizard of Oz"? Fresh paint from "Summer Stock"? Or how about a spring bouquet from "Easter Parade"? Let your imagination run wild, but come June 10, 2022, on the 100th anniversary of Garland's birth, Judy – A Garland Fragrance by Vincenzo Spinnato will reveal a newly inspired unisex fragrance.
Garland's daughters Lorna Luft and Liza Minnelli chose Spinnato, cosmetic chemist, "certified nose" and president/CEO of TurnKey Beauty, to craft the fragrance that will be "be reminiscent of some of their mother's favorite scents, aromas and perfumes, with a modern twist," according to a press release.
"It will be a unisex fragrance that captures the essence of Judy Garland and evokes memories of our mother," says Luft.
Those memories, in part, will be determined by longtime fans, who will have a say in deciding the scent's outcome. Fragrance strips will be placed in magazines and stores, and fans will vote by scanning a QR code or texting their vote.
"It's wonderful to be able to celebrate my mother's legacy in this special way. She would have been thrilled!" says Minnelli.
Spinatto first became connected with the Luft through her make-up artist in London, who was familiar with his work with another U.S. client. She read his book, "My Pursuit of Beauty," tried his Caviar & Diamond skincare line, and thought it the perfect collaboration.
A typical fragrance development takes up to 18 months, but to achieve a launch date to coincide with Garland's 100th birthday, the process has been accelerated and will be documented on social media and a newly launched website.
"I'm such a huge personal fan of Judy Garland," said Spinnato. "To develop a fragrance for her with Lorna and Liza is BEYOND the rainbow! Our goal is to respect Judy Garland's memory, help preserve her legacy and hopefully introduce her to a new generation of fans with this unisex fragrance as well. Thus far, it's a wonderful, unique, collaborative effort between her family, estate and me. Naturally, it is extremely personal for her daughters; and I am honored to be entrusted with this responsibility."
Matthew Wexler is EDGE's Senior Editor, Features & Branded Content. More of his writing can be found at www.wexlerwrites.com. Follow him on Twitter and Instagram at @wexlerwrites.
