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Maesa launches Scents Unearth’d, a heritage-inspired and affordable fragrance collection exclusively at Target nationwide.
The Scents Unearth’d fragrance brand has launched at Target, bringing a culturally inspired and affordable perfume line to the market. The new line of perfumes was developed by the beauty incubator Maesa and launched this month exclusively at Target, with the goal of bringing heritage-based fragrance storytelling to the mass market for fragrances.
The initial launch line includes five Eau de Parfums at $34.99, matching Body Mists at $16.99, and a Scent Discovery Set for $24.99. Each of the fragrances features globally rooted ingredients and stories, ranging from Mexico’s vanilla orchid heritage to India’s jasmine heritage. The new brand is the third to launch this month from Maesa, which has also launched brands in the body care and skincare markets.
Scents Unearth’d embodies a fresh approach to fragrance at mass, one that celebrates culture, curiosity, and well-crafted expression,” said Nadia Khan, Senior Vice President of Brand Marketing at Maesa. “The brand was born out of the desire to express cultural identity through fragrance, and each of our perfumes is a tribute to heritage and community,” added Shana Finkelstein Turano, Vice President of Brand Incubation & Product Innovation.
The new brand launch is a response to the rising consumer interest in niche fragrances at an affordable price point at Target. Analysts note the growing interest in heritage-inspired perfume brands and diverse fragrance collections from various cultures in the mass premium market.
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