ATP in partnership with Tina Arena

There is an interesting article that has been posted on the ATP website about the partnership the company has with Tina Arena to create her own fragrance.

According to the article a team of 25 French experts are working on the perfume which is likely to be launched in France in February 2015 (where Tina Arena is a household name) before being launched in Australia at a later date.

CEO Steve Birkbeck has been quoted as saying that he hopes the Arena brand will become a luxury brand and that it will be the first step towards creating an Australian perfume industry.

Other points of interest for me were that Tina Arena, aside from the perfume, has also been signed on to design a pearl jewellery collection for Atlas.

Tina Arena was also offered a seat on the Atlas board and despite knocking it back because of her music commitments, Steve Birkbeck hopes she will become Atlas' creative director at some stage in the future.

Here's the link to the article in full, which although a lot to read, is certainly well worth the time and effort.

http://www.atlaspearlsandperfumes.com.au/#!scents-of-purpose/c228w