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Article: L.A. firm using A-list stars to strike up the brand.(Up Front)
- Article from:
- Los Angeles Business Journal
- Article date:
- September 11, 2006
- Author:
CopyrightCOPYRIGHT 2006 CBJ, L.P. 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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Britney Spears' last album might have been Toxic, but her fragrance line certainly hasn't.
Created by Elizabeth Arden Inc., Spears' Curious and Fantasy scents contributed significantly to the perfume company's $955 million in net sales for the 2006 fiscal year. And at the core of the profitable alliance is L.A.-based Brand Sense Partners LLC, which specializes in building brands around celebrities.
Brand Sense Partners has benefited as more Hollywood A-listers use their name power to capture a share of profits in industries from fashion to home decor to food service.
The company creates strategic partnerships between big name stars like Magic ...