- Social media star Charli D’Amelio is partnering with DOUGLAS to bring her fragrance Born Dreamer to Europe.
- Born Dreamer will be available in DOUGLAS stores and online starting October 27, 2022
- Isabell Hendrichs, Chief Assortment and Purchasing Officer, DOUGLAS Group: “With influencers’ fragrances, DOUGLAS is reaching a younger target group. We’re very excited about the partnership with Charli D’Amelio.”
She’s known as the queen of TikTok: Charli D’Amelio shares her life with almost 150 million followers. That makes the US influencer not only one of the most popular stars on the Internet, but also a symbol for the digital Generation Z. In June she released her first fragrance, Born Dreamer, in the US – now DOUGLAS is bringing the new fragrance to Europe.
With the vegan, environmentally sustainable eau de toilette, Charli D’Amelio is sharing her long held dream of creating her own fragrance and conveying a very personal message to her community: We are all born dreamers. “I am thrilled and honored to partner with Douglas and be able to share Born Dreamer with my fans across the EU,” says D’Amelio. “Building this brand from the ground up has been a true labor of love. From hand-picking scent notes and designing the bottle, to personally selecting fans on TikTok to star in the campaign, I have enjoyed every part of this journey and can’t wait to continue to watch this brand grow.”
According to Isabell Hendrichs, Chief Assortment and Purchasing Officer of the DOUGLAS Group, “by launching Born Dreamer on the European market, DOUGLAS is responding to the rising interest in collaboration with authentic influencers and is specifically targeting Generation Z. As a pioneering social media tool, TikTok reflects the trends among our young, digital target group.” And now DOUGLAS’s TikTok channel has grown to 320,000 followers in one year. “We are truly excited about the partnership with Charli D’Amelio, who also mirrors the rising environmental awareness among young people. This partnership proves once again that as Europe’s leading provider of premium beauty and health products, we are also the top address for younger generations,” says Hendrichs.
For some time, DOUGLAS has been relying on exclusive collaborations with influencers, which have consistently proved to be an effective avenue for reaching a large and youthful target group.
The fragrance debut by Charli D’Amelio expresses itself in a fresh composition of fruity Anjou pear and flowery jasmine blossoms. This feminine note is underlined by orange peel, which unites with the warm harmony of cashmere and cedar wood, amber and musk. The result is a creation that unfolds individually on the skin and interacts with its wearer’s own body chemistry. Sustainably farmed ingredients such as natural sugarcane alcohol and jasmine round out this clean fragrance experience. In addition, the packaging consists 100% of recyclable materials and is refillable.
The Eau de Toilette Born Dreamer by Charli D’Amelio (50 ml, 43,00 €) as well as the refill bottle (75 ml, 33,00 €) are available at DOUGLAS stores and online starting October 27, 2022.
ABOUT CHARLI D’AMELIO:
Charli D’Amelio is a digital superstar, crowned “the reigning queen of TikTok,” by The New York Times. She was the first on the platform to hit 100 million followers and is the current leading female TikTok creator. Charli was named one of YouTube’s Top 10 Breakout Creators of 2020. Her influence on social media has earned her coveted spots on lists such as Forbes 30 Under 30, Fortune’s 40 under 40, AdWeek’s 2020 Young Influentials and Variety’s Power of Young Hollywood Impact List in 2020, 2021 and 2022.