Gone With the Wind (Eau de Parfum) is a perfume by G.W.T.W.F. Inc. for women and was released in 1989. Created by Dragoco, Inc.
The Gone With the Wind perfume debuted in September 1989 to help commemorate the 50th anniversary of the classic film.
Turner Home Entertainment signed an licensing agreement with Creative Fragrances, Inc, of Hollywood, Florida the right to market and produce the perfume. Turner is a unit of Turner Broadcasting System, which owned the rights to the movie. The fragrance was in the works as early as May 1989.
"Gone with the Wind" is very popular with young girls," said a spokesman for Turner, "and this will be a nice reminder of the film. A perfume isn't something cheap or commercials."
Lois Sloan, also of Creative Fragrances, said that "Fans of the film will appreciate the Southern passion and fire captured by the new perfume."
The perfume was a mass market entry featured on the shelves of Macy's and other regional department stores at the end of October. It was launched in approximately 2,000 mass outlets and advertised solely on a co-op basis. Special gift packages were put up in department stores by Christmas. The fragrance was targeted for approximately 250 doors by 1990.
Print ads were developed by Robertet, Inc. and were initially featured in Vogue, Fame, HG, Cosmopolitan and W, with other publications to follow in spring of 1990.
In addition to the perfume, Turner licensed 25 firms to produce Gone With the Wind products including: a restored print videocassette, Scarlett, Rhett and Mammy dolls; books; t-shirts; musical pocket watches; cookie tins; puzzles and more. Turner officials commissioned artist LeRoy Neiman to create an official painting commemorating Gone With the Wind's anniversary. It was used for the ad campaign promoting the fragrance, "Gone With the Wind's Miss Scarlett."
Lallouz, who also produced the perfume based on the Phantom of the Opera, and the teenage scent Sassy, said he projected sales in its first year of $2.5 million for the Gone With the Wind scent.
Turner Broadcasting System , owner of the film Gone With the Wind, and Creative Fragrances, creator of Gone With the Wind, The Fragrance, are looking for the new Scarlett and Rhett. Ten semifinalists, selected from photographs
Fragrance Composition:
So what does it smell like? It is classified as a floral chypre fragrance for women. The president of Creative Fragrances, Lucien Lallouz, said the "new romantic fragrance" is a "delicate floral scent with a hint of magnolia. It's so hard to describe, but very, very fresh...and exotic...and erotic...and...well, it describes Scarlett."
- Top notes: magnolia, freesia, bergamot
- Middle notes: rose, jasmine, tuberose
- Base notes: sandalwood, oakmoss, musk, patchouli, amber, labdanum
Bottles:
The fragrance was packaged in a rectangular bottle with an etched silhouette of Scarlett and Rhett engaged in the film's trademark publicity pose - with Scarlett peering into Rhett's eyes as he firmly, yet delicately holds her chin.
At the launch, there were 5,000 numbered, limited edition crystal bottles of the perfume in special Gone With the Wind packages. One ounce of this perfume retailed for $55.
Fate of the Fragrance:
The production was apparently discontinued.
The Rhett fragrance, also to debut in September 1989 was a mixture of sandalwood, musk and patchouli. Also discontinued.