Press Release: A New Independent Fragrance Brand WILD SPIRIT to Launch at Walmart

Redefine Wild. Reinvent Your Scent.

For Immediate Release --- May 10, 2018

A new independent fragrance Brand WILD SPIRIT to Launch July 14 in Walmart stores nationwide and online June 1 at walmart.com and wildspiritfragrances.com

Wild Spirit is the fragrance brand with real ingredients at real prices that celebrates your individuality- they believe what we put on our bodies is as important as what we put in them. That’s why their products are vegan, contain natural essential oils and are free of parabens, sulphates and dyes. They are also proud to be cruelty-free and made in the spirited USA! The brand was specifically created to democratize fragrance by crafting affordable luxury fragrances that give the value savvy beauty shopper an opportunity to explore new and exciting scent profiles and to reinvent their scent.


Wild Spirit was born from sister brand Raw Spirit led by general manager Joyce Lanigan and renowned fashion photographer Russell James. The fragrance collection consists of four scents, “Spring Jasmine,” “Driftwood,” “Chill” and “First Snow,” each embodying distinct personalities with seasonal attributes designed to resonate and connect with a specific consumer. The fragrances can also be layered, mixed and matched giving the consumer tons of ways to reinvent their scent by creating a new fragrance that’s personalized to them.


The names of the 4 fragrances each have double-meanings; Spring Jasmine, Driftwood, Chill and First Snow may sound seasonal, but the scents are versatile and can be worn all year round. The names are also metaphors that represent personality traits. The Spring Jasmine girl’s personality is likely to resemble the season of spring- peppy, cheerful and full of life. The First Snow girl’s personality is likely to be bold, fierce and cool much like the season of winter.


Each bottle features unique female influencers of diverse ethnicities, shot in natural backdrops, showcasing infectious personal style, reflective of each respective scent. The influencers featured include IMG models Ashley Moore
(@ashley_moore), Victoria Germyn (@victoriagermyn), Laura James (@jameslaura), and Eva Adams (@mevadams).


“We are a small independent brand with a big spirit and are proud to be born and raised in the spirited USA! We want to celebrate your one of a kind Wild Spirit by creating clean, high quality, affordable interesting fragrances that everyone deserves. We want to encourage the wearer to experiment and to embrace their own unique self - their “wild spirit”. A lot of thought and love has gone into each of these fragrances and we hope that it shows! We invite you to reinvent your scent!” - Joyce Lanigan. “Let us redefine wild! To be a ‘Wild Spirit’ is to be true to you. It’s celebrating your individuality by embracing your authentic unique self. It’s to positively advocate your perfectly imperfect attributes that make you special.”


“As perfumers, we were inspired to create this collection that reflects the complexity of each individual mood and personality through unexpected combinations of ingredients. We want to take the wearer on an adventure in scent that introduces new ingredients and aromas to their scent wardrobe.” - Gino Percontino, Wild Spirit Perfumer.


“Walmart has taken major strides within our beauty department; we have started to revamp the department as a whole, modernizing the shopping experience and enriching the product assortment. And, we have introduced innovative,
clean products that are affordable. These are the products that all women especially millennials are looking for. We are super excited for the launch of Wild Spirit; it’s a line that is on trend and speaks direct to our consumer bringing luxurious fragrance at affordable prices. Beauty at Walmart is destination where she is buying something for herself when she comes in shopping for her family, and Wild Spirit celebrates her!” – Jody
Pinson, head of beauty at Walmart


Scent details:
“Spring Jasmine” – Step into Spring with Spring Jasmine. The
Romantic Girly-Girl. Inspired by the uplifting energy of spring, blooming flowers that embody new beginnings, growth and life. It’s a ray of sunshine in a bottle. A floral & fresh scent that combines a petally white floral creation highlighted by a creamy jasmine signature and enhanced with specialty tea notes.

• Natural Essential Oils:Bergamot, Blackcurrant, Clove, Lemon, Sichuan Pepper.
• Perfect For: A romantic date night, flirty fun girls night out, or to attract that secret admirer!

“Driftwood” - Drift away with Driftwood. The Trendsetter
Go-Getter. Inspired by the drift of the ocean waves, diving into the water and coming up to inhale a deep breath of fresh air that leaves you cleansed and revitalized. A fresh & airy scent that combines salty ocean notes highlighted by a star jasmine signature, enhanced with specialty mint notes.

• Natural Essential Oils: Laurel Oil, Mandarin, Lemon, Spearmint, Jasmine Absolute, Cedarwood.
• Perfect For:Everyday! Your signature scent that takes you from day to night, from office meetings to a well-deserved night on the town.

“Chill” – Chill out with Chill. The Free-Spirited Dreamer. Inspired by the first crisp chill of fall after a warm golden summer. A delicious scent that is sure to cast a calmness over you and melt your stresses away. A delicious & creamy scent that combines warm soft musk with delectable golden apple harvest and hints of salted caramel.

• Natural Essential Oils: Cinnamon, Red Seaweed.
• Perfect For: Wanderlust adventures! Your go-to scent for vacations, road trips, day trips, festivals and everywhere in between.

“First Snow” – Capture the cool with First Snow. The Fierce Individual. Inspired by the cool winter, curling up next to a crackling fire while a fresh blanket of snow forms outside. A bold & spicy scent that combines a unique contrast of
crisp aromatic notes and black pepper highlighted with signature creamy Bushman's Candle.

• Natural Essential Oils:Black Pepper, Guaiacwood, Juniper Berry, Birch, Lemon, Orange, Vanilla, Bushman Candle.
• Perfect For:Making a statement! Stand out of the crowd
  and exude confidence with a scent that leaves a lasting impression but never overpowers.

Additionally, adds Lanigan, “We are who we are! straightforward, authentic, relatable with a cheeky tone and carefree vibe. We don’t talk at our girl but instead we are in an ongoing conversation with her. We want to engage, interact and educate by creating a trusted bond and relationship instead of coming off preachy or pushy. This is a new generation of fragrance.”

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