Say ‘hello’ to Hollywood….and its signature fragrance. Yes, Tinseltown now has a scent to match its trademark sign.

The Hollywood Sign is one of the most iconic landmarks in the world, and this year marks a very special milestone − the 100th anniversary of its creation.

For more than a century, this magnificent structure has towered over the Hollywood skyline beckoning dreamers and artists from all over the world to come to California to make their dreams come true.

In 2023, the Hollywood Chamber of Commerce, in partnership with Evolution USA LLC, is launching many brand activations, including a two-piece fragrance collection featuring sunrise- and sunset-inspired fragrances. The two groups have tapped “certified nose” Vincenzo (Vince) Spinnato, president/CEO of TurnKey Beauty, to develop this fragrance collection.

Happi readers may recall Spinnato’s recent Judy Garland fragrance, as reported in Happi.

Spinnato plans to create the two new fragrances and is currently searching for a national/international manufacturing and distribution company.

Behind the Scent with Spinnato

Spinnato excels at creating personalized fragrances, colognes and perfumes for Hollywood icons and welcomes the challenge of developing a fragrance collection for such a globally-recognized landmark.
“The Hollywood Sign is captivating any time of day year-round,” he said. “Therefore, we want to ensure our two-bottle fragrance collection can be worn any time of the year and captures the magic of both daywear and nightwear.”

In developing a fragrance, Spinnato considers elements that are important to the brand.

“For the Hollywood Sign’s daytime fragrance,” said Spinnato, “I think of scents that represent the sun, fun, glamour and light with warm ‘notes’ such as black currant, citrus, palm leaf and vanilla; while for a nighttime fragrance, I see the scent being more sexy and sultry, with notes of sandalwood, leather, pepper and white musk.”

The two fragrances—Hollywood Sunrise and Hollywood Sunset—will make their debut in late 2023.

Chamber of Commerce Insight

“For something as monumental as the centennial of the Hollywood Sign, we needed to find the right partner to capture the essence and history of the landmark,” said Steve Nissen, president and CEO of the Hollywood Chamber of Commerce. “We’re confident that with Turnkey Beauty, we will be able to create something as unique and stunning as the sign itself.”

In Other News

Spinnato is also currently working with The Ella Fitzgerald Charitable Foundation and its licensing agent, Evolution USA, to create a perfume that honors The First Lady of Song, Ella Fitzgerald.

For more fragrance news, look here.