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Elizabeth Taylor’s Latest Blossom

Elizabeth Taylor is hoping that her brand’s sales will blossom once again this summer, as she launches Gardenia by Elizabeth Taylor in mid-May.

NEW YORK — With a new fragrance inspired by her garden, actress Elizabeth Taylor is hoping that her brand’s sales will blossom once again this summer.

This story first appeared in the April 11, 2003 issue of WWD.  Subscribe Today.

Gardenia by Elizabeth Taylor, launching in mid-May, joins the recently released Forever Elizabeth, as well as a lineup that includes Passion, White Diamonds and Sparkling White Diamonds, in the actress’ scent collection.

Tamara Steele, vice president of marketing for the House of Taylor, the Elizabeth Arden division that is producing the scent, calls Gardenia “a luxurious, contemporary, bright floral.”

“Elizabeth grows gardenias in her garden at home, and has wanted to add a gardenia fragrance to her range for quite awhile,” said Steele, who added that Taylor was closely involved in the scent’s development. In fact, a proprietary accord inspired by Taylor’s garden was developed especially for this scent, noted Steele.

The juice, by Quest International, has top notes of lily of the valley and leafy green accord; a heart of Elizabeth Taylor’s Garden Gardenia, fluid white peony and white orchid, and a drydown of dianthus and soft musk.

Gardenia will be available in two sizes: a 1-oz. eau de parfum spray for $32 and a 1.7-oz. eau de parfum spray for $42. A 3.4-oz. size is planned for the fall. A 6.8-oz. bath and shower gel, $18, and a 6.8-oz. body lotion, $22, will be available at launch.

The bottle, designed in-house, is of spring green glass designed to resemble a bud vase. The top is a frosted-resin replica of a gardenia. The outer box is an opalescent white with a double gardenia embossed on the front.

While Steele wouldn’t comment on projected first-year sales, industry sources estimated that the fragrance would do about $20 million at retail in its first year on counter. It will be available in about 1,500 department and specialty store doors, including Belk’s, Robinsons-May and Hecht’s.

Print advertising for the new fragrance is slated to begin in August fashion, beauty and lifestyle magazines, with a visual of the bottle and the scent’s tag line, “Something wonderful is about to happen.” More than five million co-op scented pieces and two million scented seals are also planned. Industry sources estimate that $6 million to $8 million will be spent on advertising and promotion in the new fragrance’s first year on counter.