Spectacular by Joan Collins c1989

The year 1989 marked a period of significant cultural and social shifts, with the vibrant excesses of the 1980s giving way to the promise of a new decade. The 1980s were characterized by a bold, extravagant style, reflected in fashion, music, and media. The era celebrated opulence, power dressing, and larger-than-life personalities, all of which were encapsulated by the television series "Dynasty," where actress Joan Collins starred as the glamorous and ruthless Alexis Carrington. This context of opulence and dramatic flair is crucial in understanding the launch of Joan Collins' perfume, "Spectacular," in association with Parlux SA.

Joan Collins' decision to name her perfume "Spectacular" likely stems from her persona both on and off the screen. The name "Spectacular" resonates with the grandeur and sophistication that Collins herself embodied. The term suggests something extraordinary and eye-catching, aligning perfectly with the luxurious and theatrical image she portrayed. As an actress who epitomized the glamorous and assertive woman of the 1980s, Collins' choice of the name reflects her desire to offer a fragrance that embodies the same level of drama and elegance.

"Spectacular" is an appropriate name for a perfume because it suggests a scent that stands out and makes a statement. It conjures images of brilliance and magnificence, implying that the wearer will leave a lasting impression. The word itself evokes a sense of wonder and admiration, promising an experience that is anything but ordinary. A fragrance with such a name would appeal to women who see themselves as confident, bold, and unapologetically glamorous. These women would likely relate to the perfume as an extension of their personality, using it to enhance their presence and allure.

In 1989, Joan Collins, known for her larger-than-life persona as Alexis Carrington on Dynasty, launched her fragrance "Spectacular" with all the glamour and flair one would expect from her. Collins described the fragrance as "her baby," highlighting the deep personal connection and involvement she had in its creation. Her playful metaphor, "Parlux and I went to bed together, and produced Spectacular, our baby," reflects not only her enthusiasm but also the collaborative effort with the fragrance house, Parlux SA, to bring the perfume to life. The launch was not merely a product introduction but a full-scale event that mirrored the extravagant style of the era.

The word "Spectacular" evokes images of grand events, dazzling displays, and remarkable beauty. It suggests a sense of awe and admiration, bringing to mind feelings of excitement and celebration. For a perfume, these connotations are powerful, as they promise an experience that elevates the everyday to something extraordinary. The name sets high expectations, suggesting that the scent will be as unforgettable and striking as the word itself.

The type of women who would be drawn to a fragrance called "Spectacular" are those who embrace their individuality and are unafraid to be the center of attention. They would respond to the perfume with enthusiasm, appreciating its ability to complement their sophisticated style and commanding presence. For these women, "Spectacular" would not just be a scent but a statement of their identity, reinforcing their confidence and charisma.

Marketing:

To ensure widespread recognition of "Spectacular" by Joan Collins, Parlux, the fragrance's distributor, undertook an extensive and ambitious marketing campaign in 1989. The campaign budget, ranging between $3.5 million and $4 million, was allocated to a diverse mix of TV and radio commercials, as well as print advertisements that included scent strips. This multifaceted approach was designed to capture the attention of at least 30 million potential customers, leveraging the broad reach of mass media to maximize exposure.

In a strategic and innovative move, Collins’ novel, "Prime Time," featured order forms and scent strips inside its back cover. This integration of literary and olfactory experiences aimed to capitalize on Collins’ established fan base, seamlessly blending her literary endeavors with her fragrance promotion. Parlux anticipated that the publicity generated from the novel's publication, combined with the intensive advertising campaign, would result in unprecedented sales volume for "Spectacular," surpassing other celebrity fragrances. Martin A. Danielson, the Executive Vice-President of Marketing and Sales, emphasized that "Ms. Collins' image will drive the fragrance business," underscoring the reliance on Collins' star power to propel the perfume's success.

Parlux's strategy involved heavy sampling through magazines, store catalogs, and the novel itself, aiming to generate between $9 million and $10 million in wholesale volume from the fragrance's launch in April 1989 to March 31, 1990. This projection was based on the anticipation of strong domestic sales, with an additional 25% of total sales expected to come from the international market once the fragrance expanded globally in 1990.

Initially, "Spectacular" was sold exclusively at Bloomingdale's, creating an aura of exclusivity and luxury. This exclusivity was intended to build desire and drive demand. By the following fall, the distribution was set to expand to 480 stores, significantly increasing accessibility and market penetration. This careful balance between initial exclusivity and subsequent widespread availability was designed to maintain the perfume's high-end appeal while maximizing sales opportunities.

Overall, the marketing efforts for "Spectacular" were comprehensive and well-coordinated, reflecting the ambition to make the fragrance a standout success in the competitive luxury perfume market. Despite these efforts and the initial buzz, the fragrance was ultimately discontinued in 1991, a testament to the unpredictable nature of consumer preferences and market dynamics in the beauty industry.

Bloomie's Launch:

On March 28, 1989, Joan Collins embarked on a whirlwind promotional tour for her fragrance "Spectacular," beginning her day with an appearance on "Good Morning America." Following this, she headed to a press conference at the prestigious Westbury Hotel on the Upper East Side at 10:45 am. There, she addressed the press, expressing her long-held desire to create her own perfume, a dream she had nurtured since childhood. "It's natural for an actress to have her own perfume," she explained, highlighting her belief in healthy competition and excellence, adding, "Competition is what makes America great. Because something is done well, it doesn't mean someone else can't do it better." Drawing from her six years of experience promoting Revlon's fragrance "Scoundrel," Collins emphasized her expertise and enthusiasm in the world of perfumery. The inspiration behind "Spectacular" was described in press materials as evoking the exhilarating experience of a limitless shopping spree on Rodeo Drive, encapsulating a sense of luxury and confidence.

By noon, Collins made her way to Bloomingdale's for a personal appearance to officially launch the perfume. True to her glamorous persona, she insisted on entering through the front door on Lexington & 59th Street, despite safety concerns from the store's management. The marquee at Bloomingdale's heralded her arrival, adding to the excitement. During her appearance, Collins interacted with her fans, signing autographs, and personally inscribing perfume boxes for those who purchased "Spectacular." Her lively presence and cheerful encouragement to "Be spectacular ladies, all the time," resonated with the audience, embodying the very essence of the perfume.

The Bloomingdale's perfume counters were transformed to resemble the golden age of Hollywood in the 1920s, adorned with a black and silver theme. Film reels and fuchsia banners created a spotlight effect on the fragrance, while pink marabou feathers and bookmarks sprayed with the scent added to the atmosphere. Vases filled with silk calla lilies further enhanced the luxurious setting. Collins' promotional tour included at least 10 store appearances, starting with Bloomingdale's in Manhattan. Initially, only three of the six items in the "Spectacular" line were available for sale, with the remaining products scheduled for a September release.

The launch event at Bloomingdale's was strategically planned to coincide with the store's California promotion. Originally set for an earlier date, the decision to combine the two events aimed to maximize impact. To ensure a memorable visual impression, Joan Collins commissioned renowned fashion designer Bob Mackie to create 25 custom-made shocking pink and silver dresses. Each dress was unique in style but consistent in color, allowing Collins to present a different look each day during the three-day promotional event. This extravagant display underscored her dedication to the fragrance’s success and her flair for opulence.

The promotional efforts extended to engaging interactions on Bloomingdale's four floors, where 30 models, dressed in tuxedos and ball gowns, sprayed "Spectacular" from elegant bottles. Paula Saunders, one of the spritzers, dressed in a black strapless gown with a black boa and satin hat, asked customers, "Ladies, why be anything less than spectacular?" Her colleague, Irene Manzi, explained the fragrance's composition, highlighting the top notes of orange, lilies, gardenias, and mimosa, the middle notes of peach and rose, and the base notes of amber and musk.

After her appearance at Bloomingdale's, Collins attended an intimate lunch with her 30 favorite editors and columnists, further cementing her connection with influential media figures. The day concluded with a spectacular evening gala at Trump Tower, reflecting the grandeur and high-profile nature of the fragrance's launch. Through these meticulously planned events and extensive marketing efforts, Joan Collins and Parlux aimed to make "Spectacular" a standout success in the competitive world of luxury perfumes.

Launch Party:

A single fuchsia feather, delicately scented with "Spectacular," arrived at the homes of 250 celebrities, VIPs, and the rich and famous. This unique and fragrant invitation set the tone for the grand launch party held at Trump Tower. The star-studded cocktail party not only celebrated the launch of "Spectacular" but also reinforced its association with high fashion and celebrity, creating an air of exclusivity and opulence.

The gala event, hosted by Donald Trump and Gerard Semhon, the president of Parlux Fragrances Inc., emphasized the high-profile nature of the occasion. The guest list read like a who's who of the entertainment and fashion industries, featuring luminaries such as Lauren Bacall, Marisa Berenson, Calvin and Kelly Klein, Polly Bergen, Carolina Herrera, Diane von Furstenberg, Bill Blass, Bob Mackie, Alexander Cohen, Walter and Betsy Cronkite, Jerry Hall, Cristina Ford, Rudolf Nureyev, Kenneth Jay Lane, Lauren Hutton, Grace Jones, and agent Swifty Lazar. This illustrious assembly underscored the fragrance’s high-status positioning.

Joan Collins arrived early to spend some time with Donald and Ivana Trump before making her grand entrance at 7:30 pm. Clad in a sparkling black Dior gown with embroidered golden seahorses, Collins descended the grand escalator to a waiting audience. The entrance was marked by a dramatic release of opalescent balloons cascading down and helium balloons rising up, accompanied by eighteen violinists and a singing quartet. Broadway musical veteran Martin Vidnovic serenaded the guests with "You Were Never Lovelier" as they sipped Perrier-Jouet champagne. Trump introduced Collins, praising her as a "great lady" and noting that the evening reminded him of "old-time Hollywood—the glamour, the Beautiful People."

The entire launch of "Spectacular" was a reflection of Joan Collins’ larger-than-life persona and the extravagant spirit of the late 1980s. Every detail, from the custom-designed dresses to the opulent launch event, was meticulously curated to leave an unforgettable impression. The scented fuchsia feathers, the luxurious setting, and the assembly of fashion and entertainment icons all contributed to an event that perfectly embodied the essence of the perfume. "Spectacular" was more than just a fragrance; it was a statement of glamour, luxury, and star power, capturing the very essence of Joan Collins herself.

Fragrance Composition:

So what does it smell like? Spectacular is classified as a floral tuberose fragrance for women. The press release stated that Spectacular is composed of "Miss Collins' best sensual memories in an imaginative blend." Alan Jacobs of Parlux said that the composition contained 200 ingredients.

• Top notes: aldehydes, bergamot, green notes, peach, mimosa and gardenia
• Middle notes: orange blossom, jasmine, narcissus, lily of the valley, rose, tuberose, ylang-ylang, benzoin, sandalwood and orris root
• Base notes: leather, musk, patchouli, amber, incense, civet, vetiver and styrax

Scent Story:

The sun was just beginning to set over the glitzy expanse of Rodeo Drive, casting a warm, golden glow over the iconic palm trees and high-end boutiques. As I strolled along the legendary shopping street, I felt an exhilarating sense of freedom and indulgence, as if my credit card had no limit and the world was mine to explore. The air was filled with the delicate scents of designer perfumes wafting from the open doors of luxurious stores, mingling with the fragrant aroma of fresh flowers and the faintest hint of citrus from the outdoor cafes.

With every step, I was enveloped in a symphony of sensory delights. The soft leather of designer handbags brushed against my fingertips, the shimmering silk of haute couture gowns beckoned me closer, and the sight of sparkling jewelry under the bright store lights made my heart race with excitement. Each store was a treasure trove of fashion and elegance, offering an array of exquisite items that promised to make anyone look and feel fabulous.

The pinnacle of this shopping spree was yet to come, and as I made my way to Bloomingdale's, anticipation tingled through my veins. Inside the department store, the ambiance shifted to one of bustling energy and opulent grandeur. The perfume department was a hive of activity, with glamorous displays and colorful banners announcing the latest fragrances. The air was thick with a heady mix of floral and fruity scents, creating an intoxicating atmosphere that was impossible to resist.

In the center of it all stood Joan Collins, the epitome of Hollywood glamour, signing autographs and chatting with fans. Her presence was magnetic, drawing a crowd of admirers eager to catch a glimpse of the iconic actress and her new perfume, "Spectacular." Joan was radiant, dressed in a stunning silver and fuchsia Bob Mackie dress, her smile as dazzling as the diamonds she wore.

A beautiful model, elegantly dressed in a black evening gown, approached me with a graceful smile. "Would you like to try 'Spectacular'?" she asked, her black gloved hand holding a sleek crystal bottle with frosted glass wings that wrapped gently around it. I extended my arm, and she sprayed a delicate mist onto my skin. Immediately, the scent enveloped me, and I closed my eyes to savor the intricate blend of notes.

The top notes of aldehydes, bergamot, and green notes greeted my senses first, creating a fresh and invigorating opening. The sweetness of peach and the soft, powdery scent of mimosa intertwined with the lush, creamy gardenia, evoking a sense of timeless elegance. As the fragrance settled, the heart notes emerged, a rich bouquet of orange blossom, jasmine, and narcissus blending seamlessly with the delicate lily of the valley and the intoxicating tuberose. The warm, exotic notes of ylang-ylang and the earthy depth of benzoin and sandalwood added complexity, while orris root imparted a velvety softness.

Finally, the base notes unfolded, revealing a luxurious and seductive foundation. The primal allure of leather and musk was tempered by the smoky richness of patchouli and incense, while amber and civet added an animalic warmth. Vetiver and styrax provided a grounding earthiness, creating a harmonious and long-lasting finish that lingered on my skin like a sensual whisper.

"Spectacular is composed of Miss Collins' best sensual memories in an imaginative blend," the model explained. "It contains 200 ingredients, each chosen to create a fragrance that embodies luxury and confidence."

Enthralled by the story and the scent, I decided to purchase a bottle of "Spectacular." The packaging was as striking as the fragrance itself, a fuchsia box embossed with silver wings, reflecting the bold and glamorous spirit of the perfume. Clutching my purchase, I approached Joan Collins, who greeted me with a warm smile and graciously signed the box.

As I left Bloomingdale's, the night air was filled with the sound of laughter and conversation, the clinking of glasses from nearby restaurants, and the distant hum of traffic. I felt a newfound sense of confidence and sophistication, as if the essence of "Spectacular" had infused me with its magic. The fragrance lingered on my skin, a constant reminder of the unforgettable experience and the luxurious world of Joan Collins.

Bottle:

The packaging of "Spectacular" was a testament to Joan Collins' flair for elegance and her appreciation for timeless beauty. The perfume came in a striking fuchsia box, embossed with silver wings, creating a visual appeal that was both bold and sophisticated. The choice of fuchsia not only tied in with the vibrant promotional theme but also exuded a sense of glamour and femininity. The silver wings added a touch of ethereal beauty, symbolizing the grace and allure that the fragrance promised.

The centerpiece of this luxurious packaging was the French crystal bottle, a design inspired by an Art Deco bottle that Collins kept on her Hollywood dressing table. This bottle, originally belonging to her grandmother, held sentimental value and represented a blend of personal history and classic elegance. The design of the bottle was meticulously crafted to capture the essence of the Art Deco period, known for its intricate and opulent style.

The bottle itself featured a clear, polished crystal amphora-shaped base, symbolizing both strength and delicacy. Its most distinctive feature was the frosted glass "wings" that wrapped gently around the bottle, adding a sculptural element to its design. These wings gave the bottle a unique, almost otherworldly appearance, enhancing its allure. The frosted ground glass stopper completed the look, providing a seamless blend of form and function. This stopper not only sealed the fragrance but also added to the bottle's aesthetic charm.

In essence, the packaging of "Spectacular" was a reflection of Joan Collins' sophisticated taste and her love for beautiful, timeless objects. The fuchsia box and silver wings created a bold and glamorous first impression, while the intricately designed crystal bottle added a touch of personal history and classic elegance. This attention to detail in the packaging mirrored the luxurious experience that the fragrance itself aimed to deliver.

Product Line:

The product line for "Spectacular" by Joan Collins was thoughtfully curated to offer a range of options that catered to different preferences and occasions, reflecting the elegance and versatility of the fragrance itself. Each product in the line was designed to embody the luxurious and glamorous spirit that Collins represented.

The Eau de Toilette options provided a variety of choices in both size and application method. The 1.7 oz Eau de Toilette Splash, retailing for $25, and the 3.3 oz Eau de Toilette Splash, retailing for $35, were perfect for those who preferred a classic application technique. For those who favored the convenience of a spray, the 1.7 oz Eau de Toilette Spray was available for $28.50, while the larger 3.3 oz Eau de Toilette Spray retailed for $38.50. These options allowed fans of the fragrance to choose their preferred method of application while maintaining the same delightful scent experience.

For those seeking a more intense and long-lasting fragrance experience, the 3.3 oz Esprit de Parfum Deluxe Spray, priced at $70, offered a more concentrated version of the scent. This option was ideal for evening wear or special occasions, providing a richer and more profound aroma. The pinnacle of the product line was the 1 oz Parfum, which retailed for $150. This highly concentrated form of the fragrance was designed for true perfume aficionados, offering the most luxurious and enduring scent experience.

The product line also included several indulgent body care items that complemented the fragrance, enhancing the overall sensory experience. The 4 oz Perfumed Dusting Sheen, retailing for $40, added a touch of glamour with its subtle shimmer and fragrance. The 5 oz Perfumed Cream Finish, priced at $25, provided a rich, moisturizing experience, enveloping the skin in the delightful scent of "Spectacular." For a luxurious bathing experience, the 5 oz Perfumed Bathing Foam was available for $17.50, creating a fragrant and relaxing bath. Finally, the 5 oz Cream Wash for Face & Hands, priced at $12.50, allowed fans to incorporate the scent into their daily cleansing routine, adding a touch of luxury to everyday moments.

Overall, the "Spectacular" product line was a comprehensive collection that offered a variety of ways to experience the fragrance, from classic sprays and splashes to luxurious body care items. Each product was designed to reflect the opulence and elegance of Joan Collins herself, ensuring that every moment spent with "Spectacular" was truly memorable.

Fate of the Fragrance:

The initial signs that "Spectacular" by Joan Collins might not achieve its intended success became

apparent when actress Jaclyn Smith made a personal appearance at Bloomingdale's to promote her

fragrance, "California." During this event, Smith's perfume significantly outperformed Collins'

"Spectacular," achieving over $5,000 in sales within just one hour—substantially more than Collins

had managed during her recent promotional appearance. This unexpected turn of events highlighted

the fierce competition within the celebrity fragrance market, where popularity and consumer

preferences could swiftly shift.

Despite its glamorous launch and high-profile promotional efforts, "Spectacular" faced challenges

common to many luxury fragrances. Launched in 1989, the perfume was discontinued just two years

later in 1991. This brief availability period underscores the volatile nature of the fragrance industry,

where even the most anticipated products can have short-lived market presence due to fluctuating

trends, consumer preferences, and brand strategies. The early '90s saw an influx of new trends and

emerging fragrance lines, which may have overshadowed "Spectacular," contributing to its decline. The discontinuation of "Spectacular" marked the end of its presence in the market, closing a chapter

on a product that once promised to capture the essence of glamour and sophistication. The decision

to withdraw the fragrance was likely influenced by multiple factors, including intense competition,

the need for constant innovation, and evolving consumer tastes. The early 1990s introduced new

fragrances and trends that captivated the public's attention, making it challenging for "Spectacular"

to maintain its foothold. Despite its short-lived run, "Spectacular" has become a collectible item for perfume enthusiasts and

fans of Joan Collins. Its scarcity adds to its allure, transforming it into a piece of fragrance history.

For those who remember the extravagant launch events and the high-profile endorsements,

"Spectacular" remains a symbol of an era characterized by opulence and larger-than-life personalities.

Its discontinuation serves as a poignant reminder of the fleeting nature of even the most spectacular

ventures in the luxury fragrance world.