USA. Elizabeth Arden has formally unveiled its new feminine fragrance, 5th Avenue After Five (The Moodie Report.com, 11 May).
The scent is described as a modern oriental that takes the wearer effortlessly from day into night.
“The original 5th Avenue was launched in 1996, and it continues to be a huge part of our portfolio,” Director of Trade Marketing Travel Retail & Distributors Ayaz Furniturewalla told The Moodie Report.com earlier this year.
“It represents a lot of brand equity, and generates big recognition, which we hope to capitalise on with this new fragrance.”
The target consumer is young, chic, stylish and fun. Nose Olivier Gillotin of Givaudan describes the juice as “sensuous, but with a strong appeal for any age”.
The fragrance opens on notes of black plum, bergamot and coriander. The heart is a blend of muguet, jasmine, saffron and lotus blossom; the base combines sandalwood, white birch, Tonka and musk.
The flacon is an edgier version of the classic 5th Avenue design, updated with bold graphics and subtle copper accents, which are echoed on the outer carton.
The full product line-up features 30ml, 75ml and 125ml edp sprays, a 100ml body lotion and a 100ml shower gel. The recommended domestic price points range from US$12 to US$49.50.
To complement the fragrance launch, Arden has created the After Five Color Collection, a limited-edition make-up range.
The line features Color Intrigue Shimmer Cream & Lip Kit (US$25). This is a pearlised cream sparkle compact that holds one Shimmer Cream and two Color Intrigue lipsticks (in shades Glam and Chic), plus a mini lip brush.
There is also a Color Intrigue Eyeshadow Quad (US$25), a dual-ended eye pencil (US$15), and two Shine Pops Lip Glosses (US$14).
Lastly, within skincare Arden has introduced a new Perpetual Moisture 24 line.
Claimed to take a multi-dimensional approach to hydration, the product effectively pre-empts moisture loss at its source by helping to bind moisture deep within the skin’s surface layers, according to Arden.
Perpetual Moisture 24 is available in a lotion format for normal skin, and a cream version for dry skin. Both retail domestically at US$37.50 for 50ml.
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Arden poised to unveil new Britney Fantasy – 14/09/05
Arden’s financial results reveal more Curious success – 15/08/05
Elizabeth Arden gears up for fragrant second half – 11/05/05
Elizabeth Arden teams up with Allergan to market new dermatology PREVAGE anti-ageing line – 05/05/05
