Sneak Peek: Arden Execs Talk About Creating A Scent Sensation
On June 12 Elizabeth Arden wowed the fragrance world with the news that it had acquired several global fragrance licenses, including Justin Bieber from Give Back Brands LLC. But Bieber, who broke sales records with his fragrance launch in spring 2011 with Someday, is just one half of fragrance royalty. Taylor Swift is arguably the other half, with her Wonderstruck fragrance—along with Someday—accounting for half of the U.S. growth in fragrance last season. So, what does it take to launch a successful celebrity fragrance? Elizabeth Arden’s Kathy Widmer, Executive Vice President and Chief Marketing Officer, and Ron Rolleston, Executive Vice President, Creative and New Business Development, chatted with Beauty Insider on what’s to come on June 26 at CEW’s WMIBS, “Formula for Success,” which also features Givaudan’s Olivier Gillotin, Vice President Perfumer.
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