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Danny Seo Reentering Beauty With Reserve Global Fragrance

After shutting the doors on his organic beauty business, WholeEarth, in 2011, the green lifestyle guru will launch a new beauty brand on HSN today.

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Danny Seo's Reserve Global fragrance.

Photo By George Chinsee

WORLD TRAVELER: Green lifestyle guru Danny Seo, whose line of sustainable home products is sold at more than 3,000 brick-and-mortar stores in the U.S. and Canada, is reentering the beauty industry. After shutting the doors on his organic beauty business, WholeEarth, in 2011, Seo will launch a new beauty brand on HSN today. Inspiration for Seo’s line, Danny Seo Reserve, created with fragrance distributor and manufacturer Tru Fragrance, came after he delved into Firmenich’s archive of fragrance notes. “I’m tapping into Firmenich’s historical reservoir,” said Seo. “I wanted to peel the curtain back like the Wizard of Oz.”

His first offering, Reserve Global, $69, explores Tahiti with a blend of Tahitian tiare, vetiver from Haiti and rose de mai from Grasse. In 2014 he will roll out Australia Reserve and America Reserve will follow. Seo said he is working on a “Jurassic Park” fragrance collection for 2015 that would utilize notes from flowers that are extinct or nearly so, whose essences were captured using Firmenich’s headspace technology, first introduced in 1980.

Reserve Global will be sold exclusively on HSN for the first two months and will then roll out to sephora.com and dannyseoreserve.com. “From our standpoint, our customers love new products with great stories and great storytellers and that’s what Danny Seo is about,” said Erica Evans, vice president of merchandising for HSN’s beauty division. Industry sources believe Danny Seo Reserve Global will generate between $10 million and $20 million in its first year at retail.

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