The Elizabeth Arden Untold fragrance, set to be launched later this year, is an extremely important one in the history of the label.
The last time the Elizabeth Arden label launched a pillar fragrance was nearly 20 years ago, so naturally the new project raises high expectations. To regain its former glory, the label is targeting a younger demographic.
E. Scott Beattie, president, chief executive officer and chairman of Elizabeth Arden certainly feels that the new Untold by Elizabeth Arden perfume will do well because of it and told WWD.com that:
“This is a modern interpretation of a woman, which will bring younger consumers to the franchise. We believe this will be a gateway for those consumers to show the brand is relevant to them. And we believe the concept — which is downtown New York cool — is universal enough that it will play well globally.”
Developed by perfumer Clément Gavarry of International Flavors & Fragrances, the Elizabeth Arden Untold fragrance is “very sophisticated, but it has freshness and sparkle” and it’s defined by notes of pink pepper, bergamot, pear, blackcurrant, gardenia, jasmine, patchouli, sandalwood, amber and musk. If it sounds like a complex blend, it’s because the new scent is designed to have international appeal and aims to “represent all of the facets of women.” These facets are: vibrant, unpredictable, refined, mysterious and sensual.
Though the new Untold by Elizabeth Arden fragrance is already being pre-sold online and will hit the counters as early as mid July in some places, on a global level the distribution is expected to be finalized by September.
The Untold fragrance comes in three versions: 1 oz. for $49, 1.7 oz. for $59 and 3.3 oz for $79. Additional products that will be sold are a 6.8-oz. body cream, $45, and a 6.8-oz. shower gel, $38. In the US, approximately 2,500 departments and specialty stores will carry the scent. The ad campaign for the new Elizabeth Arden perfume is scheduled to be released in September as well.
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