The celebrity fragrance craze has a new power player: Mariah Carey, who has signed a deal with Elizabeth Arden to develop and market her own line of fragrance products. The first products developed under the deal are expected to be launched in spring 2007 in what the company calls “prestige department stores.”
Arden, over the last four years, has seen a great deal of success from partnering with celebrities. Its deal with Britney Spears, signed in March 2004, has yielded two top-five hits: Curious Britney Spears, launched in September 2004, and Fantasy Britney Spears, launched in September 2005. Arden also has Hilary Duff under contract for beauty products since last September (the first fruits of that deal have not yet been released), and signed Catherine Zeta-Jones in February 2002 to be the face of its core Elizabeth Arden brand. In addition, NASCAR star Jeff Gordon has been the face of its Halston Z-14 brand since May 2004 – and the original celebrity fragrance maven, Elizabeth Taylor, is also part of the company family.
“We are thrilled to begin this partnership with Mariah Carey,” said E. Scott Beattie, chairman and chief executive officer of Elizabeth Arden, in a statement. “She is, unquestionably, a star of incredible magnitude. All over the world, people aspire to the values she represents. We look forward to launching an inspiring new global fragrance brand with Mariah that will be a timeless classic.”
For complete coverage, see tomorrow’s WWD.