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Elizabeth Arden

This article was originally published in The Rose Sheet

Executive Summary

Natural Volume Mascara boasts a patented mixing mechanism contained inside the tube, which functions like an egg-beater each time the tube is opened or closed, according to Elizabeth Arden. The revolving device, developed by Naugatuck, Conn.-based Risdon, helps keep the formula fresh and clump-free, the company said. Elizabeth Arden has earmarked approximately $1.3 mil. toward co-op ads and in-store promotions, including the 500,000- sample "Great Mascara Giveaway" in September and October. An additional 300,000 samples will be distributed during the company's holiday blockbuster promotion at the end of the year. Natural Volume Mascara comes in Black Ebony or Sable Brown shades for $16 each. Packaged in a sleek ebony tube, Natural Volume Mascara will be available in September at 2,000 doors nationwide, including Dillard's, Bloomingdale's, Macy's and Burdine's...

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Chart: Weekly Trademark Review -- Nov. 2, 2010

Weekly Trademark Review



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