INTERNATIONAL. As previously reported, Elizabeth Arden is poised to introduce a new flagship feminine fragrance called Pretty. The scent, which was previewed at last October’s TFWA World Exhibition in Cannes, will be launched globally in March 2009.
“The idea for the new Pretty fragrance is a natural evolution for Elizabeth Arden, a brand that represents Total Beauty,” explained Elizabeth Park, Executive Vice President Global Marketing and General Manager Elizabeth Arden US.
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Pretty in pink: the new flagship feminine fragrance from the house of Elizabeth Arden |
“We wanted to take our Total Beauty position and use the new Pretty fragrance to remind women that taking care of your skin makes you feel pretty. The right make-up makes you look pretty. Fragrance really is the finishing touch. The Pretty scent is ageless and timeless. It’s a fragrance all women can relate to. We consider Elizabeth Arden Pretty a must-have accessory for every woman.”
The Pretty juice, created by Givaudan’s Claude Dir, is described as a “spirited floral”. The top notes comprise Italian Mandarin Orpur, orange blossom and peach nectar, leading to a heart of Petalia, star jasmine, pink iris and white peony.
Petalia is a new Givaudan molecule that is said to be easy to wear with a unique floral character. The base is a blend of fluffy musk, jacaranda wood and amber.
Inspired by a bud vase, the soft, rounded glass flacon features the Pretty Elizabeth Arden logo. The cap symbolises a flower in a vase, reflecting the floral juice within.
The outer carton sports a graduated wash of pink, adorned with a delicate floral design. When merchandised together, the cartons aim to create the effect of a continuous floral canvas.
The Pretty product line-up comprises 50ml and 100ml edp sprays, priced domestically at US$49 and US$62, respectively; a 200ml body lotion (US$30); and a body powder with puff (US$37.50).
The concept for the Pretty advertising print and TV campaign was created by Elizabeth Arden Vice President Creative Director Mark Dixon.
“I’ve always enjoyed watching a woman apply her make-up and get ready to go out,” he explained. “It started with my mother and sisters. There’s a real one-on-one connection between a woman and a mirror. The idea for the TV was to capture that sweet, personal moment between a woman and her mirror when she pleasingly sees that she’s pretty – and how being pretty affects everything around her.”
Dixon continued: “For the print portion of the shoot we wanted to capture [something] that defines “pretty” in a single image – from the model and mirror to the wardrobe, furniture, props, and of course that amazing wallpaper.”
The print and television advertising was co-directed by husband and wife team, photographer Coliena Rentmeester and film director Tom Dey.
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