US. Elizabeth Arden is gearing up for a big second half within the fragrance category, as it prepares to introduce new launches from pop princess Britney Spears and its flagship 5th Avenue franchise.
Meanwhile, the company is still enjoying good results from its Provocative Woman line, which was launched last year, and from Gant Adventure, the debut masculine fragrance from premium men’s lifestyle brand Gant, which was unveiled in January.
“We are extremely pleased with the performance of Provocative,” Director of Trade Marketing Travel Retail & Distributors Ayaz Furniturewalla told The Moodie Report. “We made it a real focus for the company, and it is representative of the “˜new Arden’.
“We are now getting recognition for our efforts. Retailers have been very supportive. Once they believed in what we were doing, we managed to secure some great sites, and run some really high-profile events.”
He added: “Gant Adventure is also performing really well in Nordic [the fashion brand’s heartland] travel retail.” Roll-outs to other markets, including the US, Australia and New Zealand, are scheduled for later in the year.
The second fragrance from Britney Spears will be launched this autumn. The first scent, Curious Britney Spears, proved to be a smash hit in both the US and international markets.
“We have very high expectations for the new Britney line,” Ayaz confirmed. “It will enter Americas travel retail sometime in the fourth quarter, followed by selected travel retail doors in Australia and New Zealand, in line with the local launches. It will be introduced in Europe in March 2006.”
This autumn will also see the global launch of a new Arden fragrance: After Five 5th Avenue. “The original 5th Avenue was launched in 1996, and it continues to be a huge part of our portfolio,” Ayaz explained.
“It represents a lot of brand equity, and generates big recognition, which we hope to capitalise on with this new fragrance.”
After Five 5th Avenue is a permanent extension to the fragrance franchise. It incorporates a reworked juice, featuring black plum, jasmine and Indian orchid.
The flacon boasts the same basic design, for continuity, but with subtle copper accents. The outer carton also features complementary copper tones.
Within skincare, the company has recently joined forces with Botox manufacturer Allergan, to bring to market a newly formulated PREVAGE dermatologist anti-ageing line (The Moodie Report.com, 5 May).
New within make-up is the Shine Pops lip gloss collection (pictured). It will be available worldwide from July.
Delicately infused with guava and passion fruit, Elizabeth Arden Shine Pops are available in five shades, including one multi-coloured glitter limited edition – Lime Pops.
The compact, 14.8ml tubes incorporate an easy-squeeze, slanted tip applicator. The recommended domestic price point is US$14.
MORE STORIES ON ELIZABETH ARDEN
Elizabeth Arden teams up with Allergan to market new dermatology PREVAGE anti-ageing line – 05/05/05
Elizabeth Arden gets set for summer with new cosmetics launches – 02/03/05
Britney’s fragrant hit boosts Elizabeth Arden results – 03/02/05
