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Lollipop Bling, the new fragrance trio from Elizabeth Arden, Bazooka Candy Brands and Mariah Carey |
US. Elizabeth Arden and Bazooka Candy Brands, a division of Topps Company, have announced a strategic partnership for the launch of Mariah Carey’s new confectionery-inspired fragrance collection, Lollipop Bling. The partnership brings together three powerful entities – fragrance, confectionery and music – under the name of superstar Mariah Carey.
Carey joined Arden’s celebrity stable in 2006. Lollipop Bling was inspired by the “fun and playful nature” of her marriage proposal – an engagement ring hidden inside a Ring Pop lollipop package.
“As an artist, I’m always looking for unique business models to connect with my fans and reach out to new segments of the audience, through different creative endeavours in music, partnerships or fragrances,” commented Carey. “That’s why I’m so excited for everyone to experience Lollipop Bling”¦I think this line really comes with a fresh approach that is both innovative and accessible to my loyal fan base and beyond, but will bring something new to the market with a well-rounded, universal appeal.”
Mariah Carey’s Lollipop Bling, a trio of confectionery-inspired scents, is described as a breakthrough concept unique to both the fragrance and candy categories.
“Our strategy is to develop innovative brand experiences for our customer,” said Arden Chairman, CEO and President Scott Beattie. “In today’s dynamic and competitive environment, we must continue to evolve and execute at a higher level than is expected by our retail partners and consumers. Lollipop Bling is innovative and delivers something truly unique to the category.”
The inspiration for Lollipop Bling, Carey’s marriage proposal, and the brand story will be told in multiple ways. Each fragrance purchase will include a Ring Pop, and the national advertising will feature Carey wearing Ring Pops.
The fragrance and packaging are candy- and flavour-inspired. In addition, an interactive on-line experience will incorporate the Ring Pop inspiration.
“We are thrilled to have the opportunity to work with Elizabeth Arden on this campaign,” noted Ryan O’Hara, CEO of Topps, of which Bazooka Candy Brands is a division. “Ring Pop, which has long been associated with celebrity and the aspiration to be famous, and often spotted on the hands of many starlets and musicians, is the perfect fit for Mariah Carey and her fragrances.”
Lollipop Bling’s 1.0fl oz scents – Honey, Mine Again and Ribbon – will retail for US$35 each. Candy-inspired promotions, including a gumball machine gift set and a lollipop rollerball fragrance set, will be introduced this autumn.
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