Parlux has kicked off Vince Camuto’s fragrance portfolio evolution with the launch of Wonderbloom, a prestige eau de parfum. The fruit- and citrus-forward notes of the juice are layered with woody sandalwood and musk, and is finished off with a dash of almond milk.

Lori Singer, President of Parlux, told CEW that Global Ambassador Ava Phillippe, the daughter of actors Reese Witherspoon and Ryan Phillippe, defines a new youth zeitgeist. Phillippe sets the stage for Wonderbloom ($98 for 3.4 oz), which will infuse Vince Camuto’s signature fashion-focused DNA with the needs and desires of today’s Gen Z fragrance connoisseurs.

The fragrance took two years to develop and is sold in Macy’s and on vincecamuto.com.

In brainstorming who would represent the Vince Camuto fragrance portfolio, Singer said only someone with global appeal would fit the bill. The gig is Phillippe’s first fragrance ambassadorship, with Singer noting that the “rising star” is a charismatic natural fit for the brand. According to Phillippe’s Instagram account she is a dog mom and budding artist.

Wonderbloom’s vegan juice was formulated to tap into Gen Z’s sustainability and ingredient awareness, as well as their quest for an olfactory experience. In partnering with Firmenich perfumer Clement Gavarry, Singer said, “He selected this diverse set of ingredients to create a modern fragrance, but I think for him it was important that he blend green chemistry molecules, qualitative naturals, and upcycled ingredients. The overall intention was to have this conscious creation.”

Demand for designer and artisanal fragrances is on the rise. The category boasted double-digit growth in 2023, according to Circana, and accounted for more than 80% of U.S. prestige fragrance sales. Jacquelyn Wenskus, Director and Fragrance Category Analyst at Circana, said that seven out of 10 fragrance consumers are willing to pay more for higher concentrations, which are longer lasting.

Since joining Parlux in May 2019, Singer has developed a modest portfolio of new-to-market celebrity-forward fragrance brands, such as Billie Eilish’s namesake fragrance and Drake’s line of Better World Fragrance House candles. She is also focused on developing Parlux’s existing staple of brands, including Kenneth Cole, Paris Hilton, and Vince Camuto, which has been a partner for more than a decade.

“[These brands] are so strong, but how do we evolve them, how do we set the stage, where do we go from here? We have a very strong business with Vince Camuto but one of the things that we thought about was really, where do we go next? Wonderbloom is an evolution that builds on this longstanding partnership and creates a fragrance with a younger, more youthful consumer in mind, and also through the lens of fashion,” Singer said.

Phillippe gave a speech at an event on April 10 in honor of the new scent, remarking, “I’m so excited to introduce Wonderbloom to the world, the Eau de Parfum by Vince Camuto. I loved it from the second I smelled it, it’s that kind of whimsical, enchanting, floral smell mixed with joy and femininity. It really makes me feel empowered.”