Heidi Klum to create scent with Coty

Women’s Wear Daily revealed on Friday that supermodel Heidi Klum will add yet another position to her ever-growing resume: perfumer.

The host of &ddquo;Project Runway” and the new Lifetime series “Seriously Funny Kids,” Klum will work with Coty Beauty on a perfume called “Shine,” which will hit the shelves in September.

“Heidi has a unique position in the market,” Steve Mormoris, senior vice president of global marketing for Coty Beauty, told WWD.

Mormoris pointed out that she is not just a celebrity or a model, but a savvy businesswoman: “She is very multifaceted — we plan to create a fragrance which celebrates all of those facets.”

It’s her ability to mold her brand that attracted the beauty company.

Renato Semerari, president of Coty Beauty, believes that by hosting gigs, Klum gains a unique connection to the public. While some high-profile celebrities seem off limits, viewers get to form a personal bond with Klum on her Lifetime shows.

Semerari also noted that Klum’s German roots give her a more universal, worldwide appeal than an American model might have.

These German beginnings also gave her a leg up in the industry. Klum’s father worked in the beauty industry at 4711 in Germany for 20 years, and Klum said she has fond memories of experimenting with products he would bring home. Moreover, while in school, she interned for 4711 by working in its factory.

She’s no stranger to retail either. Klum has created an activewear collection for New Balance; designed maternity for A Pear in the Pod and Motherhood Maternity; and been a spokeswoman for Ann Taylor, Victoria’s Secret and Volkswagen.

“Heidi Klum’s radiance, warmth and spontaneity are perfect for Coty,” Bernd Beetz, chief executive officer of Coty Inc., told WWD.

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