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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Mariah Carey scent: Elizabeth Arden has signed an exclusive global licensing agreement with Mariah Carey for the development, marketing and distribution of fragrances under her name, company announces April 6. Carey will be involved in "all aspects of product development, packaging and marketing," with her premiere scent slated to debut in spring 2007, firm notes. Financial terms of the agreement were not disclosed. Carey's fragrance label will be the third brand in Arden's portfolio developed with a singer. Firm also markets scents by pop star Britney Spears and recently signed an agreement to create fragrances for actress/singer Hilary Duff (1"The Rose Sheet" Oct. 3, 2005, Marketing in Brief)...

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Marketing In Brief

Arden/Duff deal: Hilary Duff fragrance line, reflecting the "image and taste" of the TV, film and recording star, will launch in North America in Fall 2006 under recently signed partnership between Elizabeth Arden and the celebrity's designer label, hilary duff enterprises, Arden announces Sept. 29. Products, which will be targeted to the prestige market, will roll out globally shortly thereafter, company notes. "Hilary is the natural choice to reach fragrance buyers of all ages here and abroad, as she is recognized globally for her tremendous talent and glamorous star appeal," according to Arden. Duff will be the second female pop singer to sign with Arden; the firm announced a partnership with Britney Spears last year (1"The Rose Sheet" March 15, 2004, p. 3)...

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