Taylor Swift
Pop stardom bottled in accessible, youthful fragrance.
Taylor Swift's fragrance line launched in 2011 through a partnership with Elizabeth Arden, making it one of the most commercially successful celebrity fragrance programmes of the decade. The series began with Wonderstruck and continued through a string of flankers and new releases — Enchanted, Taylor, Incredible Things, and others — each aligned with different phases of Swift's musical and public persona. Perfumer Olivier Gillotin worked on several entries in the line, bringing professional fragrance composition to what is primarily a celebrity marketing exercise. The fragrances are uniformly accessible in pricing, aimed at Swift's youthful, largely female fanbase, and tend toward fresh florals, light fruits, and soft musks — exactly the kind of approachable, wearable femininity that the brand identity projects. Distribution was primarily through major US drugstore and department store chains. The Elizabeth Arden partnership wound down by the late 2010s, and more recent fragrance activity has occurred through Swift's own touring and merchandise channels.
No accords yet.
DNA over time
Each column is an era. Each colored band shows that family’s share of accord weight across every perfume the house released in that window. Bigger band = the house leaned harder on that family.
