Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Halston: Elizabeth Arden signs NASCAR race car driver Jeff Gordon as spokesperson for Halston Z-14 men's fragrance, a scent that launched in 1976, company says. Initiative will introduce Halston Z-14 to a new generation of consumers, according to the firm. Marketing effort is currently being developed, but will feature Gordan in special edition packaging, in-store displays, sales promotions, targeted advertising, sampling and consumer public relations. Elizabeth Arden isn't the first fragrance marketer to tap the racing industry; L'Oréal signed Dale Earnhardt Jr. to promote Drakkar Noir in 2002 (1"The Rose Sheet" Jan. 21, 2002, p. 3)...
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Elizabeth Arden
Net sales are expected to grow 8%-9.5% to $900 mil.-$910 mil. in fiscal 2005 (ending June 30), Senior VP-Finance Marcey Becker states during a Banc of America Securities consumer conference in New York City March 16. Earnings per share are anticipated to increase 25%-29% to $1.26-$1.30 in fiscal 2005, Becker adds. Elizabeth Arden will continue to look for fragrance acquisitions to bolster its business, according to CEO Scott Beattie. Firm also has been "quite aggressive at adding new licenses and investing behind our existing licenses," Beattie adds, citing promotions featuring NASCAR driver Jeff Gordon for the Halston fragrance brand as an example. Arden announced the agreement with Gordon last year (1"The Rose Sheet" May 17, 2004, Marketing in Brief)...
Elizabeth Arden
Net sales are expected to grow 8%-9.5% to $900 mil.-$910 mil. in fiscal 2005 (ending June 30), Senior VP-Finance Marcey Becker states during a Banc of America Securities consumer conference in New York City March 16. Earnings per share are anticipated to increase 25%-29% to $1.26-$1.30 in fiscal 2005, Becker adds. Elizabeth Arden will continue to look for fragrance acquisitions to bolster its business, according to CEO Scott Beattie. Firm also has been "quite aggressive at adding new licenses and investing behind our existing licenses," Beattie adds, citing promotions featuring NASCAR driver Jeff Gordon for the Halston fragrance brand as an example. Arden announced the agreement with Gordon last year (1"The Rose Sheet" May 17, 2004, Marketing in Brief)...
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