Elizabeth Arden to Trim Fragrance Business {Perfume News}

Elizabeth Arden announced last month that the brand will refocus on color cosmetics and skincare and do less perfume business for growth, which would translate in less quantitative development but be replaced by more qualitative focus on the preexisting perfume brands.

These news come in the context of a seemingly ever-growing yearly perfume output and popularity of celebrity perfumes. The brand has developed a handsome fragrance portfolio including several celebs brands:...

The portfolio includes: 5th avenue, 9IX Rocawear, Alfred Sung, Badgley Mischka, Blue Grass, Britney Spears™, Danielle Steel, Elizabeth Taylor, Gant, Giorgio Beverly Hills, Green Tea, Grey Flannel, Hilary Duff, Juicy Couture, Mariah Carey, Mediterranean, Nanette Lepore, Pretty, Provocative, Red Door, USHER, Viva La Juicy, White Diamonds, Halston

Elizabeth Arden's CEO  E Scott Beattie said,

"Beattie said the company plans to reduce the proportion of fragrance in the Elizabeth Arden brand by narrowing its product offering. He said Arden would spend more across fewer brands."

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