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Article: Curious success: mobile phone text message ads and an international pop-music icon have helped Elizabeth Arden attract an often undersold demographic in the fragrance industry.(BEAUTY)
- Article from:
- South Florida CEO
- Article date:
- May 1, 2005
- Author:
CopyrightCOPYRIGHT 2005 CEO Publishing Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Fragrance giant Elizabeth Arden's newest scent aims to attract a long-neglected fragrance consumer who is, as the Britney Spears song says, "not a girl, not yet a woman."
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The Miami Lakes-based company's new Britney Spears fragrance, Curious, was recently rolled out worldwide following a launch in select countries last fall, including the United States, Canada, New Zealand, and Australia. Little blue bottles of Louisiana magnolia-scented Curious raked in the most sales of any new fragrance during the 2004 holiday season at US department stores, according to industry publication Women's Wear Daily. And, though not launched until ...