7.15.2008

A Martha Fragrance?

Earlier this year, former CEO Susan Lyne appeared to shoot down any suggestion that Martha Stewart Living Omnimedia would be developing a fragrance. At a shareholders' meeting, she told investors that the company would be much more focused on building and expanding merchandise for the home, rather than spreading itself too thin by venturing into the celebrity fragrance market. But in an interview last year, Martha admitted to fashion designer Joseph Abboud that the company had worked very closely with various fragrance designers to develop a signature Martha Stewart fragrance. When asked if she had ever produced a fragrance, this is what she said:

"I did, and I might again. I showed some fragrance designers the flowers I wanted to capture. They are wonderfully smelling flowers that also have auto-immune qualities, so it could be a terrific product. It could be a really nice room fragrance. But right now we're doing a ham."

She then went on to explain the new line of packaged foods at Costco.

I think a Martha Stewart fragrance would be a bit out on a limb, a bit separate from the rest of the merchandising lines, but one that may actually catch on, especially if it is a room fragrance. There are Martha Stewart Everyday scented candles that are quite nice, so a room fragrance wouldn't be much of a stretch. And how about a perfume for women? What do you think, ladies? Would you buy a Martha Stewart fragrance?

11 comments:

Prus said...

Even though I love everything 'Martha' I don't think I would wear a fragrance it would all be a bit too much. I still think that they should continue with what they do best for a bit longer. A home fragrance could be nice, but there are so many out there already, and I don't know who would really buy it. Still, no chance of me buying it anyway in Britain we don't have any of the homewares - now that is something that they should look into...

Pru

Will said...

I would like to see a home fragrance that really smells nice and not artificial! Like fresh, clean cotton or something...
I agree: expand to the Old World ;-)

Andrew said...

I agree with both of you. I think it's not the right time for a fragrance. First of all, every rapper and singer has a fragrance and the market is saturated with celebrity scents. I think in a few years, the time may be right again.

Right now I'm trying like mad to find out about the new Martha Stewart mattresses that I've heard are coming out! Stay tuned.

-Andrew

Will said...

Mattresses? That would be great!

Kenn said...

A Martha scent.. I would buy a home fragrance (she did have room sprays at Macy's this last holiday season..) as long as it didn't come in a small bag that was woven out of Paw Paw's fur. (sorry.. the entire yarn out of dog hair thing just kinda grossed me out.)

Anonymous said...

It would depend on the fragrance, but to be honest? If I thought of "Martha" and "perfume", the scent of the Clean line of perfumes is what comes to mind.

Alan said...

Andrew -- she mentioned the mattresses on her show last season when she had someone on about clouds - and she said how people call mattresses after clouds .. and then I think it was the AGM slides - they showed the logos of MSO - and they had a GOOD BED logo ..it would be great to get a new Martha mattress to go with my MS Irvington Nickel bed ..

Andrew said...

Interesting, Alan! You have the Irvington Nickel bed? I'm jealous.

Anonymous said...

I've been needing a new mattress and I can't think of a brand I trust more than Martha's. I am so on board for this!

Keep us posted!

Kevin said...

So funny, Kenn! The yarn-spun dog fur grossed me out a little, too (even though it was the fur of beloved Paw Paw). I can see a line of home fragrances working. I really liked the candles that M sold through MBM a few years back. Didn't she collaborate with Slatkin on those?

Kevin

Carolyn said...

It does sound a little far fetched for Martha. But with her great taste, I bet it would smell wonderful!