The beauty firm, which will launch a fragrance with that name in February, sees the feminine concept as an evolution of its beauty message, said Elizabeth Park, executive vice president of global marketing and general manager of Elizabeth Arden U.S.
“To be a total beauty, your skin care, color cosmetics and fragrance have to make sense together, and we feel this fragrance represents that for us,” said Park. “This scent also has an upbeat positioning, which is important in times like these.”
The launch is notable for another reason: It will be the company’s first simultaneous global fragrance launch, hitting doors in 27 countries in February.
Arden worked with Givaudan’s Claude Dir to concoct the floral juice. Top notes are of Italian mandarin orpur, orange blossom and peach nectar; the heart is of petalia, star jasmine, pink iris and white peony, and the drydown is of fluffy musk, jacaranda wood and creamy amber.
Pretty’s launch marks the first use of the petalia ingredient in the juice’s heart. Developed by and proprietary to Givaudan, it is a new floral molecule, explained Park.
“Petalia became the new floral icon that I built my fragrance around because it is easy to wear, with a floral character that imparts a unique signature impression,” said Dir.
The Pretty collection comprises eaux de parfum in two sizes, 1.7 oz. for $49 and 3.3 oz. for $62; a 6.8-oz. body lotion, $30, and a 3.4-oz. body powder, $37.50.
The scent will be launched in Elizabeth Arden’s full U.S. distribution, which is about 2,500 department store doors.
Pretty’s bottle was inspired by a bud vase, echoing the flower theme, and the outer carton is a graduated wash of pink. When the cartons are merchandised together in caselines, they form a floral canvas. “Flowers are a cohesive element through every aspect of Pretty,” said Geri Archer, vice president of global fragrance marketing for Elizabeth Arden. “We wanted to convey an ageless, timeless feeling.”
The floral theme is carried into the advertising campaign, which was created by Mark Dixon, vice president and creative director for Elizabeth Arden. Husband-and-wife team Coliena Rentmeester and Tom Dey shot the print and TV campaigns. Rentmeester is a photographer, while Dey is a film director.
“For the print portion of the shoot, we wanted to capture an image that defines ‘pretty’ in a single image — from the model and mirror to the wardrobe, furniture, props and wallpaper,” said Dixon.
Print ads will begin running in March fashion, beauty and lifestyle publications; TV will begin running in January. “For the visual image, we started with the idea of using the wallpaper, enlarging the flowers, adding more flowers in the same palette for an excessive, dramatic, warm environment,” said Rentmeester.
Dey added, “For the TV commercial, we wanted to create a visual personality and identity.…The challenge was to achieve this with the elements of our set, the mood created by the lighting, to watch the room transform and the flowers come to life. And the technical challenge of shooting an over-the-shoulder shot against a mirror.”
Arden plans an intensive sampling campaign, noted Archer. More than 20 million scented impressions are planned, which will be delivered through scented strips, scented pieces and vials on card in-store, said Archer.
While executives declined to discuss sales figures, industry sources estimated that Pretty would do $30 million to $35 million at retail globally in its first year on counter. At least 50 percent of that figure is expected to be rung up in the U.S. Advertising and promotional spending in the U.S. is likely to top $10 million, said industry sources.
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