Joan Rivers Now & Forever Aiming For $3 Mil. In First Year

Joan Rivers Cosmetics' premiere fragrance Now & Forever, launching now on the QVC home shopping network, is expected to generate $3 mil. in first-year sales, according to the company.

The "classy yet modern" scent has a universal appeal that transcends age, comedian and talk show host Joan Rivers said. "Every woman wants the same thing," she maintained. "You want to smell beautiful, you want to smell sensual, clean."

The name of the scent reflects Rivers' philosophy that while women "live in the now," they should be "everlasting," she explained.

Now & Forever will aim to capitalize on the success of Rivers' jewelry line as well as Joan Rivers Results, a 16-SKU alpha hydroxy acid-rich skin care line that was launched in early 2000. The collection is estimated to generate more than $8 mil. in sales this year, according to the firm. Both lines are sold exclusively on QVC.

While QVC is a natural launch pad for the fragrance, Rivers is considering expanding distribution of the scent to traditional retailers such as Sephora, Nordstrom and Saks Fifth Avenue.

Developed by Firmenich perfumer Annie Bazantian, Now & Forever opens with notes of honeysuckle, muguet and victoria amazonica, and warms to a heart of pineapple, peach essences, water lily, orange flower and tuberose. The drydown includes scents of amber, skin musk and sandalwood, the firm said.

The fragrance bottle was "inspired" by Rivers' jewelry collection, she said. The rectangular bottle is topped with an oval-shaped cap trimmed with handset Swarovski crystals. Now & Forever is available in a 1.7 oz. edp spray for $45 and in a 6 oz. Body Creme for $28.

Rivers has tentative plans to develop "two or three more" fragrances, including an "athletic" scent and a "fresh, citrusy" perfume, possibly formulated with green tea, she said. Rivers also plans to launch a 10-SKU color cosmetics line during the holiday season.