PARIS — Actress Shay Mitchell has signed on for a new role — as the ambassador of Cacharel’s Yes I Am fragrance collection, WWD has learned.
The first scent of the women’s line, in a bottle resembling a lipstick, launched in 2018. Yes I Am Pink First followed last year, and starting in March Yes I Am Fabulous comes out.
The first two fragrances’ strong reception drove Cacharel women’s scents up in the rankings to 10th place in France and in Spain. The Yes I Am perfumes, which target 15- to 25-year-olds, are also particularly strong sellers online, according to Guillaume de Lesquen, global president, designer brands fragrances at L’Oréal Luxe.
He attributes the scents’ success to their mix — from the packaging to Yes I Am’s empowering message of “strength, independence and confidence” to the juice.
De Lesquen deems the time ripe for the brand to go broader with a collection of scents, like a line of lipsticks, which speaks to Millennials, a demographic that particularly enjoys playing with fragrance like they play with different facets of their personality.
“Yes I Am is about who you feel you truly are,” said de Lesquen.
Each scent is linked to a color — red, pink and purple —