US. Elizabeth Arden has added to its celebrity stable via an exclusive global licensing agreement with internationally-acclaimed music star Mariah Carey. Financial terms of the partnership were not disclosed.
The deal includes the development, marketing, and distribution of fragrances with Mariah Carey’s exclusive endorsement. The first fragrance will make its debut in prestige department stores in spring 2007.
Carey will be “personally involved” in all aspects of product development, packaging and marketing, according to the company.
“We are thrilled to begin this partnership with Mariah Carey,” commented Elizabeth Arden Chairman and Chief Executive Officer E. Scott Beattie. “She is, unquestionably, a star of incredible magnitude. All over the world, people aspire to the values she represents. We look forward to launching an inspiring new global fragrance brand with Mariah that will be a timeless classic.”
Arden described Carey is one of the most popular and widely acclaimed talents in music. As a singer, writer, producer and artist, she has been recognised with the most prestigious accolades in the industry including five Grammy Awards, eight American Music Awards, Billboard’s “Artist of the Decade” Award and the World Music Award for “World’s Best Selling Female Artist of the Millennium”.
As the best-selling female performer of all time, Carey has sold over 160 million records. She has had 17 number one’s, (tying her with Elvis Presley).
Arden will be hoping to replicate the kind of success its other major singing star has brought. The first two Britney scents, Curious Britney Spears and Fantasy Britney Spears, have been hugely successful for the group.
A third fragrance – the limited-edition In Control Curious Britney Spears – begins its global roll-out this month.
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