NEW YORK — There’s a sexy new woman in the Elizabeth Arden fragrance franchise.
This story first appeared in the January 30, 2004 issue of WWD. Subscribe Today.
Elizabeth Arden Provocative Woman, the company’s newest fragrance, is inspired by spokesmodel Catherine Zeta-Jones, noted Scott Beattie, the firm’s chairman and chief executive officer, who noted that the sultry actress is “a perfect embodiment of who this fragrance’s customer is.”
“Catherine really embodies the image of a provocative woman,” agreed Tamara Steele, vice president of global marketing for fragrance for Elizabeth Arden. “A provocative woman is alluring and confident —?as is Catherine, who has universal appeal.”
Accords for Provocative Woman are named in keeping with the scent’s sexy positioning. The scent, a floral oriental by International Flavors and Fragrances and consultant Ann Gottlieb, has top notes (or “The Promise”) of exotic chilled quince, water lotus and ginger orchid; middle notes (or “The Action”) of midnight orchid, papaya blossom and pink freesia, and a drydown (or “The Fulfillment”) of white sand, red amber and hinoki wood. The white sand note in the drydown is proprietary to Arden.
The bottle, noted Beattie, is inspired by the curve of a woman’s back and was designed in-house. It is of clear glass highlighted in aubergine, with a clear, squared cap. The glossy outer packaging is of black, aubergine and silver.
The collection includes eau de parfum in two sizes, 1.7 oz. for $39.50 and 3.3 oz. for $49.50; a 6.8-oz. body lotion, $25, and a 6.8-oz. bath and shower gel, $20. All will be on counter in Arden’s prestige doors — currently about 1,800 U.S. department and specialty store doors — in April and globally in August.
Provocative Woman’s advertising — with the tag line “Men will Melt” —?features Zeta-Jones. The campaign is still in development, said Ron Rolleston, executive vice president of global marketing for Elizabeth Arden, but will include both TV and print advertising. “We want to create a fantasy with these ads,” he said, noting that “the ads will be a celebration of women.” The TV ad is said to feature Zeta-Jones and a cast of 20 other actors. The TV advertising will be a mix of network and cable advertising, said Rolleston. Print ads will begin breaking in May fashion, beauty and lifestyle magazines.
Sampling also will be a key part of the campaign, said Steele, and the campaign will include more than 18 million scented blow-ins and one million vials on cards.
While none of the executives would comment on projected sales or advertising spending, industry sources estimated that the fragrance would do $30 million at retail in its first year on counter in the U.S. and that about $7 million to $10 million would be spent on advertising and promotion.