Perfume Blog

U.S. cosmetics and perfume company Elizabeth Arden Inc expects its growth in the next 10 years to come from international markets, its chief executive said on Wednesday.

Elizabeth Arden expects that in the “next 10 years, growth is going to come all from international,” CEO Scott Beattie said at the Wachovia Nantucket Equity Conference, monitored by webcast.

Currently, the United States accounts for about 60 percent of the company’s business, Beattie said, while international sales make up the remaining portion.

Strong markets for the company include Eastern Europe, Italy, South America, Spain and the Middle East, Beattie said.

The company has perfume brands such as Mariah Carey, Britney Spears and Hilary Duff. It also sells skincare and cosmetic products carrying its namesake brand.

Recently, Elizabeth Arden signed a long-term licensing deal to make, distribute and market Liz Claiborne Inc’s fragrance brands, including Juicy Couture and Usher.

Arden shares were up 84 cents or 5.7 percent at $15.70 in late afternoon trading, after rising as high as $15.78 earlier on Nasdaq. Its shares have traded as high as $28.05 and as low as $12.81 in the past 12 months.

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Anna Sui: Dolly Girl Lil’ Starlet reviewed by Laura Pashley, 23, Sheffield

Verdict: Initially I found this perfume rather overwhelming but after wearing it a few times I grew to really like it and my colleagues commented that it was a nice fragrance.

Unfortunately, it wore off quickly over the day.

It was also expensive for an eau de toilette and I didn’t like the woman’s head bottle - I wouldn’t want it on my dressing table - it would scare me!

Score: 7 out of 10.

Where to buy: Available from most leading department stores nationwide.

Davidoff Cool Water for Women reviewed by Majella Doherty, 49, Londonderry

Verdict: I would never leave the house without wearing perfume.

Although I’ve never tried Cool Water before, I thought it was good value for money with nice packaging.

The first few times I wore it, I found the scent to be very strong - although the more I wore it, the less I noticed this.

I would possibly use it again but I wouldn’t be rushing out to buy it.

Score: 6 out of 10

Where to buy: Available at leading department stores and pharmacies.

Kylie Minogue Showtime reviewed by Lisa Burke, 37, London

Verdict: I liked this and at first, for a celebrity scent, it seemed quite good value for money.

I liked the pretty pink box it came in and the bottle as well. While the smell was nice and sweet, and I would wear it again, I found it wore off quickly which was annoying.

In terms of buying it again, I’m not sure. If it were a little cheaper I would but the fact that it wore off so quickly does put me off.

Score: 7 out of 10.

Where to buy: Available at leading department stores and pharmacies.

Sarah Jessica Parker reviewed by Jennifer Skyers, 42, Surrey

Verdict: I found this very pleasant and ,at £29 per 50ml, it was a snip.

The packaging was OK but could be more snazzy in keeping with SJP’s “fashionista” character.

I would wear it again as it wasn’t too strong/weak and had a pleasant floral smell and lasted virtually all day. I didn’t have any problems with it and think it’s good value for money.

Its light smell makes it more suited to daywear.

Score: 7 out of 10

Dior Addict 2 Summer Litchi EDT reviewed by Zoey Arato, 26, Bradford

Verdict: This is a nice, summery daytime scent and I loved the bottle - especially with the on/off button.

However, it faded within an hour and by the time I got to work I had to reapply and continue to do so throughout the day.

If the smell lasted longer then I think it would be value for money but, as it fades so quickly, I would want it to be a little cheaper. I had no irritation and would use this again but only if it was cheaper.

Score: 8 out of 10

Chloe Eau de Parfum reviewed by Lucy Hayhurst, 36, Northwich, Cheshire

Verdict: It’s OK but much, much too expensive.

The packaging is very nice but the scent is strong and overpowering and I just didn’t like it.

However, if you are keen on that kind of thing it did last all day and there was no need to reapply.

I didn’t have any problems using the perfume but I wouldn’t use it again as it’s just not my kind of scent.

Score: 2 out of 10

Calvin Klein Eternity - Summer reviewed by Kelly Fallon, 27, Goole, East Yorks

Verdict: This scent made me think of spending a summer’s day in the park with a picnic.

I really liked this perfume.

The floral scent was light enough for day wear and it was good value for money.

The simple packaging was also very appealing.

The only real downside was that it only lasted a couple of hours. I didn’t have any irritation and would use again.

Score: 7 out of 10

Where to buy: At department stores and pharmacies or call 0800 083 6310.

Tesco Red Rose and Jasmine (£4.99 for 50ml) reviewed by Jayne Pickard, 48, Keighley, West Yorks

Verdict: Red Rose and Jasmine sounded like an “old lady” perfume. But giving it the benefit of the doubt, I sprayed it on and was pleasantly surprised.

I quite liked the lightness of it but not enough.

The packaging screams cheap. I wouldn’t display it on my dressing table with my expensive perfumes.

I wouldn’t use it again, the name is off-putting, the box looks cheap and the scent is too weak.

Score: 3 out of 10.

Where to buy: Tesco stores. 0800 505 555.

Floris London: Stephanotis (100ml for £46.50 and 50ml £31) reviewed by Alison Webster, 39, Market Harborough

Verdict: I was delighted with this perfume - it made me feel graceful and elegant.

The lovely scent brought some positive compliments from my colleagues.

It did fade as the day wore on and would need to be reapplied during the afternoon.

I wouldn’t normally pay this much for perfume but it is good value for money.

Score: 9 out of 10.

Avon Flower by Cynthia Rowley (£14 for 50ml) reviewed by Susan Haslam, 59, Chorley, Lancs

Verdict: This perfume brought to mind a heavily scented garden.

I liked the packaging - the bottle was lovely to display in a bedroom. But, sadly, the smell was too strong for me.

The scent lasted about half a day before it needed to be reapplied. Although the perfume didn’t appeal to me, a few of my friends tested it and the majority liked it, so it is really down to personal taste.

Score: 6 out of 10

Davidoff Cool Water Women Freeze Me (£25 for 100ml) reviewed by Gaynor Turley, 53, Aberdare, South Wales

Verdict: I thought this perfume was OK but maybe a little overpriced. I really liked the packaging - especially the bottle.

In truth, Freeze Me was very musky and fruity, and not the usual smell that I would go for. When I applied it was too strong at first but it calmed down after a few minutes and lasted about half a day before it wore off.

I didn’t have any problems with this scent but I wouldn’t go out and buy it myself.

However, I did really like the fact that you could freeze it and keep it in the fridge - making it very refreshing on a warm sunny day.

Score: 7 out of 10.

Where to buy: Available at leading department stores and pharmacies.

Britney Believe reviewed by Kendal Smales, 15, Barnsley

Verdict: I thought the perfume was light, fresh and summery and would definitely appeal to my age group. It was very good value for money and I found the packaging bright and funky.

The unusually-shaped bottle would look good on your dressing table. I also loved the smell, as did everyone else! It was a very sweet and pleasant without being overbearing and you only needed one or two squirts.

Lots of people asked me what gorgeous perfume I was wearing. It was fairly strong at first but calmed down afterwards. I wouldn’t say it lasted all day but it did linger.

Rock on, Britney! Score: 8 out of 10.

Marks & Spencer: Infusion reviewed by Carol Bozward, 61, St Helens, Merseyside

Verdict: This perfume was OK but not special and I wouldn’t pay £12 for it.

The packaging was all right but would have been better with the flowers on the box cut out to look like a stencil.

The smell was very nice but the perfume was too weak and did not last any real length of time.

I wouldn’t buy it or use it again for myself, as I prefer stronger perfumes that last all day.

I would purchase it for someone else as an Christmas or birthday present if it was priced about £6 to £8.

Score: 6 out of 10.

Where to buy: Available from Marks & Spencer stores nationwide.

Miss Sixty Summer Collection (£ 24.95 for 30ml) reviewed by Hazel White, 27, Pembury, Kent

Verdict: This had a nice summery but didn’t stand out as unique. So, although I might pay £ 10 for this, I wouldn’t pay £25.

The packaging was good and had a funky, modern design but it was difficult to spray.

I would say it was about right for summer scent but it was pretty and I needed to spray on gallons so it was noticed.

I wouldn’t wear it on a night out might keep it as a ” back- up” scent.

Score: 7 out of 10.

Where to buy: Available from department stores nationwide.

Jennifer Lopez: Deseo reviewed by Sarah Bowler, 37, Cardiff

Verdict: Now this is a heavy perfume - definitely for the evening.

I think £21 is a fair price for it, considering it is a celebrity scent but I wouldn’t pay more.

I tend not to go for this type of smell, I prefer a lighter fragrance.

But it did last all day and actually I thought the smell improved and got lighter as the day wore on.

A few of my friends commented on the scent and were surprised it was J Lo’s - one even thought it smelt fairly masculine!

Score: 5 out of 10

Kate Moss: Kate (£29 for 50ml) reviewed by Juliet Edwards, 40, Nottingham

Verdict: Kate’s scent is sweet and feminine, and surprisingly good value for money.

The packaging was nice but the bottle looked cheap and a little bit dull. It could have been more elegant.

The scent was nice - although it was a little too strong at first and too weak later in the day.

If you consider the price, smell and Kate Moss representing Topshop, the perfume would appeal to the age group that likes to follow her style.

Score: 7 out of 10

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It seems like everyone and their Chihuahua has got a fragrance these days. It used to be that Elizabeth Taylor ruled the roost when it came to celebrities offering consumers their unique bouquet in a bottle, but nowadays, it’s officially a trend. A big one.

Perfume profits
So why are so many celebs jumping on the perfume bandwagon? Well, who wouldn’t want to secure a toehold in the billion-dollar-a-year fragrance industry? Jennifer Lopez really kicked things off with the launch of her debut fragrance Glow in 2002. The fragrance launch by the sexy, sultry songbird became the second most successful perfume launch ever, falling just behind Calvin Klein’s 1994 launch of CK. And the rest, as they say, is history.

Now, stroll through the fragrance and cosmetics aisles at any major department store and you’ll see the names and faces of your favourite celebrities, plastered all over jars and bottles — their images gazing at you from slick marketing materials, urging you to smell just like they do.

Perfume as a brand extension
Kirk Brierley, education and communications manager for Elizabeth Arden Canada says that celebrities view fragrance launches as an opportunity to extend their brand name. “Many are timing fragrance launches to coincide with other pursuits such as album launches and they reinforce each other,” he explains. “As well, if they are a creative personality, which many celebrities are, it gives them one more outlet to express themselves. Celebrities such as Mariah Carey really do get involved in the juice and the packaging.”

2007 alone saw the launch of a plethora of new celebrity fragrance launches: Shania Twain, Sarah Jessica Parker, Kate Moss, the Beckhams, Britney Spears, Celine Dion, Mariah Carey, even Antonio Banderas have attached their names to perfumes and colognes.

Style in a bottle
“I think that celebrities are being celebrated more than ever for their sense of style and personality, which are two elements in choosing a fragrance,” says Brierley. “Does it fit your sense of style or the personality that you wish to convey? Many consumers relate to certain celebrities and their fragrance is simply an extension of that. Wearing it brings them closer.”

Well, they must be doing something right. As you may or may not have guessed, Elizabeth Taylor’s White Diamonds is the most enduring celebrity scent on the market. “It completely captures that glamour that is Miss Taylor … from the packaging to the juice, and it is now a classic,” says Brierley. “Typically, it’s the (celebrity’s) first fragrance launched that does the best and is the most enduring, but in this case it is Miss Taylor’s second, after Black Pearls.”

With Miss Taylor’s incomparable career and contribution to the world of film, it’s not all that surprising that one of her fragrances sets the gold standard. But she’s not alone. Famed Canadian designer Alfred Sung experienced similar success with the launch of his first fragrance, Sung, which is celebrating 20 years on the market this fall. “This still holds a place in the hearts of Canadian consumers,” says Brierley. “Ultimately, it is the quality of the juice that will endure.”

Longevity and fragrance trends
Which of the new up-and-comers will secure a spot as a consumer favourite and earn the kind of longevity Miss Taylor achieved? As Brierley says, ultimately, it’s the quality of the fragrance that counts.

So what kinds of fragrances can we expect to see from celebrities this year? According to Brierley, pretty feminine florals are back but, he says, we can’t ignore the gourmand influences. “Two of our biggest successes have come from incorporating “edible” qualities to the fragrance. For example, M by Mariah Carey has a unique marshmallow accord that runs throughout the fragrance. Fantasy by Britney Spears has a cupcake accord that gives it a very special tone.”

6 favourite fragrances:

1. Covet by Sarah Jessica Parker
2. Enchanting by Celine Dion
3. Starlight by Shania Twain
4. M by Mariah Carey
5. Believe by Britney Spears
6. L.A.M.B. by Gwen Stefani

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By Tulip Heaven

May be Pop princess Britney Spears’ new-year resolution. The toxic girl wants to come back in 2007, may be with an underwear covering her assets and ensuring bottomless days. Of course, a new album may be in the offing to strengthen her profession in 2007 after the last hit, Toxic.

Recently, the party girl’s snaps appeared in leading press across the globe showing her partying without her underwear. She was seen along with celebrity socialite Paris Hilton.

Though Spears has admitted that she is taking the newfound freedom ‘too far’, the religious clerics around the world may take it seriously this time. She may be hinting that the recently announced divorce from husband Kevin Federline is ensuring more freedom to ‘divulge’.

But the entertainers are still waiting to see more action from Kevin too, who threatens to ‘divulge’ more by showing a steamy video of the ex-couple. Since this video was taken during their family life, Spears, a mother-of-two, 25, who went on a shopping spree to buy more underwear, cannot do much now. Spears had filed for divorce from her husband of two years on November 6, 2006.

Her dancer husband, Kevin, is planning to sell x-rated homemade footage, which is said to feature the newly wedded couple’s steamy activities on their honeymoon, to David Hans Schmidt, online porn seller.

But Spears has a solution to stop her estranged husband Kevin from raking in money. Spears may herself put the sex tape on the Internet and it may be free. The footage is reported to be worth up to £120 million. Spears, who became famous for her clean-cut, wholesome image in the early stages of her career, has already topped Yahoo!’s annual list of the most-searched names.

Since the birth of her first child, Spears’ music career had taken a beating and Spears, who has sold over seventy-six million records worldwide, is trying for a come back with a cool, fun, and sexy video in 2007.

The recent divorce, pregnancy and two deliveries in 15 months, has not affected her revenue streams. The Britney Spears industry is still in demand. For instance, Spears endorsed a fragrance, “Curious”, and earned a reported US$12 million. After one year of sales, Curious, which was named the best selling perfume of 2004, fetched more than US$100 million.

The next product endorsed by Spears, who is also making news with four books published including A Mother’s Gift, was Elizabeth Arden fragrance, “Fantasy”, in September 2005, and it was another big hit at department stores. Following the successful launch of Fantasy, Spears announced the launch of Curious: In Control, a limited edition perfume. Midnight Fantasy will hit the market in the near future.

Hope that her December 31, 2006 resolutions, which may be yet another midnight fantasy to have more hits in her career, come true that will help the world’s music lovers to love her more. Spears ranks as the eighth best-selling female artist in American music history, and the entertainment industry wants her to come back with more hits after her Toxic.

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