Shakira Targets Young Buyers with New Scent 'Elixir'

Hoping to pull in sales from a younger demographic this time around, Shakira is gearing up for the release of her third fragrance, Elixir.

Set to debut at Kohl’s and Sears later this month, the Colombian singer told WWD of her latest scent, “After my first two fragrances, I wanted to do something different — I wanted to push the idea even further and develop a fragrance that would express my most sensual and exotic side, and Elixir is the result of that."

"We worked on the concept of a ‘second skin,’ a fragrance that becomes a part of you,” the 35-year-old continued.

Adding to the "Waka Waka" singer's description, Puig exec, Jose Manuel Albesa, said, “This scent is aimed at a youthful consumer who wants to explore her power and her mystery."

Meanwhile, Elixir is said to exude "top notes of neroli, white pepper and white flower; a heart of freesia, peony and apricot skin, and a drydown of white cedarwood, amber, benzoin, sugar cane and musk" while packaged in three sizes: 0.5 oz. for $17.50, 1 oz. for $29 and 1.7 oz. for $36.