Elizabeth Arden has signed an exclusive agreement with indie designer brand Wildfox Couture to develop and market a new line of fragrance products.
“Partnering with Wildfox is an opportunity for us to expand our designer fragrance portfolio with a fast-growing fashion brand that has a strong point of view and an incredible ability to relate to the young, fashion-forward consumer,” said Robin Mason, Senior Vice President of Global Fragrance Marketing at Elizabeth Arden.
The company’s current brand portfolio includes Elizabeth Arden skincare, colour, and fragrance products; the professional skincare line, Elizabeth Arden Rx; the celebrity fragrance brands of Britney Spears, Elizabeth Taylor, Jennifer Aniston, Justin Bieber, Mariah Carey, Nicki Minaj, Taylor Swift, and Usher; the designer fragrance brands of Juicy Couture, Alfred Sung, BCBGMAXAZRIA, Geoffrey Beene, Halston, Ed Hardy, John Varvatos, Lucky Brand, True Religion and Rocawear; and the lifestyle fragrance brands Curve, Giorgio Beverly Hills®, and PS Fine Cologne.
Wildfox Couture can be found in select boutiques and department stores in over 30 countries, including UK, France, Spain, Germany, Brazil, Japan, South Korea, Australia, Russia and Taiwan. The Wildfox fragrance is due to launch in the prestige channel in stores Spring 2015 and will be distributed globally.