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NEW YORK — The popular Elizabeth Taylor fragrance franchise is about to get a new addition.
Forever Elizabeth, the newest addition to a lineup that also includes White Diamonds and Elizabeth Taylor’s Passion, bows in October.
“This is Elizabeth Taylor’s first new scent since 1996,” said Tamara Steele, vice president of marketing for the House of Taylor, the Elizabeth Arden division that is producing the scent. Steele calls the juice “a distinctive, contemporary floral” — one that she and the team hope will broaden Taylor’s already considerable reach at department store counters.
“We expect to get the traditional Elizabeth Taylor consumer to the counter with Forever Elizabeth, but we’re also hoping to draw in a new consumer base with it as well,” Steele said. Steele noted that while the traditional Taylor customer is 40-plus, she believes that Forever Elizabeth will also draw in slightly younger consumers as well — likely those in their 30s. “And the pricing is accessible, which makes the scent attainable,” she said. The name, Forever Elizabeth, was chosen “because it captures the timeless appeal of Elizabeth Taylor,” Steele said.
At launch, the collection will include four stockkeeping units: a 1.7-oz. eau de parfum spray for $45; a 3.3-oz. eau de parfum spray for $60; a 6.8-oz. bath-and-shower gel for $25, and a 6.8-oz. body lotion for $30. A fifth stockkeeping unit, a 0.33-oz. parfum, will be released in November and will retail for $75.
“Elizabeth wanted a parfum, even though it represents less of a percentage of total sales, because it adds an extra element of elegance to the collection,” Steele said. “Since parfum traditionally sells best at Christmas and Mother’s Day, the decision was made to bring it out in November, in time for the holidays.”
The juice, developed by Ann Gottlieb and Givaudan with input from Taylor, includes top notes of Italian mandarin, dewberry and wet green accord; middle notes of orchid, tiare flower and Egyptian jasmine, and base notes of rich woods, creamy amber and white musk.
The eau de parfum sprays are packaged in clear, round glass bottles with an opalescent finish, while the parfum is in a deep red glass bottle said to have been matched in color to a ruby given to Taylor by Richard Burton. Ancillaries are in ruby plastic bottles. Outer packaging on the eau de parfums and ancillaries is a mirrored-finish ruby with gold lettering, while on the parfum it is gold with ruby lettering. “The circular bottles were chosen because circles are a timeless element — no beginning and no end —?which ties it back to the Forever in the name,” Steele said. The bottles were designed in-house by Jean Antretter.
The collection will mirror Taylor’s White Diamonds distribution and will be available in more than 2,000 domestic department and specialty store doors. While Steele wouldn’t comment on the scent’s projected first-year sales, industry sources estimated that it would do about $25 million at retail in its first year on the counter.
The Forever Elizabeth collection will be supported at launch with a TV advertising campaign by Herb Ritts, with the first flight of TV slated for late October. “We felt that this was the fastest way to drive the business and get the message out,” said Steele, who noted that national print advertising will come later, possibly next spring. She also noted that the TV advertising represents additional spending for the House of Taylor scents. “I want to emphasize that we’re not doing this advertising at the expense of White Diamonds — this will be in addition to our spending on that brand, which will effectively double what we’re spending on advertising.” She wouldn’t quantify that with numbers, but industry sources estimated that the brand would spend upward of $5 million in promoting Forever Elizabeth.
Sampling will also be a key part of the campaign, with vials on cards, blotters and other scented media designed to deliver upward of 25 to 30 million scented impressions.