NEW YORK — As a longtime bestseller, Elizabeth Taylor White Diamonds is the shining star of mass market fragrance departments. Now its parent Elizabeth Arden, is extending the franchise with a cosmetics collection called Elizabeth Taylor Cosmetics. Arden representatives unveiled the sparkling cosmetics line at the National Association of Chain Drug Stores Marketplace meeting earlier this week.
The cosmetics caught the attention of retailers who commented on the attractiveness of the packaging — silver adorned with diamond-like crystals. The pressed powder compacts are “diamond crusted” around the perimeter.
“The cosmetics are really beautiful and I liked how they adapted the fragrance packaging,” said Marti Bentley, category manager for Duane Reade.
Items include lipstick and lip gloss, at suggested retails of $9; nail polish for $5.50, and pressed powder for $12.50. The products will ship in October.
“What we’ve found is that the prestige portion of the fragrance business at mass is doing better than mass brands, and we are trying to do the same for cosmetics, since we own these names,” said Jeff Arnold, vice president of sales of Elizabeth Arden.
The line had briefly been offered at select J.C. Penney doors, but when Penney’s opted out of the cosmetics business last year, the Taylor line was discontinued.
In other Arden news, the firm filed a new shelf registration to sell up to $125 million of its stock with the SEC. The filing also registered the remaining common shares underlying the series D convertible preferred stock currently owned by Unilever N.V., through its subsidiary Conopco Inc. In all Unilever holds 4.2 million Arden shares, or 18 percent of those outstanding. Under the new registration, Unilever, which picked up the stock when it sold the Elizabeth Arden and Elizabeth Taylor brands to what was then FFI Fragrances, is able to sell 2.8 million of its holdings immediately and the rest in January when the shares vest. The new filing replaces an existing registration.