Fragrance house

Shawn Mendes

Shawn Mendes’s fragrance brand began in August 2017 with Shawn Mendes Signature, presented as Mendes’s first fragrance and first non-music brand extension. Conceived as an extension of his music and personal identity, the project connected its scent and packaging to his Canadian upbringing and memories of home, especially maple, while adding a tropical inspiration and an intentionally unisex approach. Signature’s visual language tied fragrance to his musical persona through a guitar-pick bottle detail, a guitar-string-inspired cap, and packaging that referenced his first tattoo; its campaign used footage and stories from the Illuminate World Tour, including a Dublin concert. In August 2018, Shawn Mendes Signature II followed as a second fragrance and an expression of the creative process behind a new album, retaining the unisex positioning while combining fruity, floral, woody, and maple elements. The fragrances operated through licensing: Elizabeth Arden, a Revlon-owned company, was identified as the company behind Signature. Revlon’s acquisition of Elizabeth Arden, agreed in June 2016 and completed in September 2016, made Elizabeth Arden a wholly owned Revlon subsidiary.