Today’s consumer identifies with ambitious and successful stars that challenge themselves and the status quo. So while celebrity-endorsed products are losing their charm, celebrity owned brands have stepped into the spotlight.
Elizabeth Arden has posted gloomy guidance for the financial year after weakness in travel retail and unfavorable exchange rate fluctuations hit third quarter results.
First quarter sales made significant progress at Elizabeth Arden,
which the company said was largely attributable to the successful
international launch of its new Mariah Carey fragrance.
Elizabeth Arden is to team up with singer Mariah Carey for the
launch of a new line of fragrances. The announcement comes just a
few weeks after the company's shares fell on the back of rising
competition in the celebrity fragrance...