Agreement Covers Fragrance, Color Cosmetics and Skincare; First Fragrance Due in Department Stores in Fall 2004
NEW YORK, March 12 — Elizabeth Arden Inc. announced today that it has signed an exclusive global licensing agreement with Britney Spears, the internationally acclaimed music star, to develop and market her own line of fragrance, skincare, and color cosmetics products.
The licensing agreement includes the development, marketing, and distribution of fragrance, skincare, and color cosmetics with Britney Spears’ exclusive endorsement. The first product to be introduced will be a fragrance, to debut in prestige department stores in Fall 2004. Britney is personally involved in all aspects of product development, in order to bring her own style and personality to the fragrance, packaging and marketing. “I love perfume and cosmetics,” said Britney, “and am so excited to develop my own line with Elizabeth Arden.”
“We are delighted to be working with Britney Spears,” said Paul West, president of Elizabeth Arden. “She is a talented, fashionable woman who appeals to a young and international consumer base. Together with our Department Store trade partners, we will introduce a glamorous fragrance concept to the U.S. market in the fall, and we look forward to the launch of the new brand.”
The agreement was arranged through Brand Sense Marketing, the Los Angeles-based marketing and licensing company. “We are thrilled to have Elizabeth Arden on board as a premier licensing partner for our client Britney Spears,” said Robert Hollander, president of Brand Sense. “They have already demonstrated superb creativity and exceptional commitment to building this key category of Britney’s licensing program into a huge retail success.”
Britney Spears is a multi-faceted performer whose extraordinary career and style is an inspiration to millions of fans around the globe. With the release of her latest CD, “In The Zone,” she became the first female artist to have four number one albums in a row, with total sales exceeding 50 million copies. To date, “In The Zone” has sold more than 5 million CDs. Her performing career has evolved to include writing, producing and acting while her
concerts continue to sell out. Her new concert tour, “The Onyx Hotel Tour” debuted March 2, 2004 and continues through the spring and summer with 75 stops in major US and European and Asian cities.
Elizabeth Arden is a global prestige fragrance and beauty products company. The Company’s portfolio of leading brands includes the fragrance brands Red Door, Red Door Revealed, Elizabeth Arden Green Tea, Elizabeth Arden 5th avenue, ardenbeauty, Elizabeth Taylor’s White Diamonds, Passion, Forever Elizabeth and Gardenia, White Shoulders, Geoffrey Beene’s Grey Flannel, Halston, Halston Z-14, Unbound, PS Fine Cologne for Men, Design and Wings; the Elizabeth Arden skincare line, including Ceramides and Eight Hour Cream; and the Elizabeth Arden color cosmetics line.
Brand Sense Marketing is an integrated marketing services company specializing in Brand Development, licensing, strategic alliances, promotions and sponsorship programs. The Brand Sense mission is to continually seek innovative ways and new venues to grow client’s brands and secure new revenue sources. The company represents a broad range of clients in the sports, entertainment, automotive, retail, fashion, packaged goods and technology industries. Brand Sense Marketing is headquartered in Los Angeles, with another office in Detroit. The company’s website address is www.brand-sense.com.