Fragrance News Elizabeth Arden Inc. Becomes Owner of the Christina Aguilera Perfumes License

Elizabeth Arden Inc. Becomes Owner of the Christina Aguilera Perfumes License

05/17/16 09:48:51 (8 comments)

by: Sandra Raicevic Petrovic

The prestigious global company ELIZABETH ARDEN Inc. has decided to become the owner of the global license of Christina Aguilera's perfume collection, joining numerous celebrity brands already represented by EA in promoting and selling their products (perfumes and body care collections as well as make-up collections and professional skin care products). The portfolio of the Elizabeth Arden company includes for instance: Juicy CoutureJohn Varvatos and Wildfox Couture, the perfume collections by Britney Spears, White Diamonds Elizabeth TaylorCurveGiorgio Beverly HillsEd HardyJennifer Aniston, Lucky BrandPaul SebastianHalstonGeoffrey BeeneRocawearAlfred Sung, White Shoulders and BCBGMAXAZRIA, as well as the popular celebrity perfume collections of Taylor SwiftNicki MinajMariah Carey and Justin Bieber.

Christina Aguilera Fragrances were in ownership of Procter & Gamble International, but were excluded in the sales to Coty, together with Dolce & Gabbana. Elizabeth Arden therefore set out to buy the license of Aguilera’s perfumes from P&G, increasing their celebrity offerings by doing so.

"We are tremendously excited with our agreement to acquire the Christina Aguilera fragrance license," said George Cleary, President Global Fragrances at Elizabeth Arden. "This stellar brand is one with a global footprint and a significant international presence in Europe. This acquisition is consistent with our strategy to acquire brands to grow our fragrance business on a global basis, and we look forward to working with Christina to advance the success of this luxury, longstanding fragrance brand."

Christina Aguilera said, "I really enjoy developing my fragrances and I am excited to continue the process with Elizabeth Arden. Their commitment to creating fragrances is important to me and I know they will do a great job helping me deliver top quality product to my fans."

Seven fragrances of the collection are offered on the official Christina Aguilera Fragrances website, and in the Fragrantica encyclopedia  you can find 13 editions that Christina launched in her career. Among the most popular ones are: Christina Aguilera from 2007, Christina Aguilera by Night from 2009, Royal Desire from 2010, Secret Potion from 2011, Red Sin from 2012, Unforgettable from 2013, Woman from 2014 and the last one up till now, Touch of Seduction from 2015. We are eager to see in which direction Christina goes with Elizabeth Arden and what novelties she is preparing for her fans. The transaction can be expected in the first half of 2017 – according to Elizabeth Arden Inc. 

 

   

Author: Sandra Raičević Petrović
(
sandrina_bambina)


   Fragrantica Executive Editor, Writer and Designer

sandrina@fragrantica.com

 

 

 

Translation: Ivana (Ina_Mo)




 



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mikemuscles21
mikemuscles21

I agree with below comments. In this case I can see EA improving this brand.

I am more sceptical when big companies take possession of smaller creative niche brands.

But with P&G being bored with X-Tina fragrances, they are not putting any energy into X-tina's line like they should. So EA will probably do that. What do I know, just a random guess.

May
19
2016
ShiraJemJem
ShiraJemJem

That's a good news. I think Elizabeth Arden produces good quality fragrances so maybe they can develop CA frags to be more interesting.

May
18
2016
theperfumemaniac
theperfumemaniac

To the comment below me, they said they weren't delivering as big as they hoped so, not that they lost money. Elizabeth Arden makes money since they own the Britney Spears license, the license that sells more than any other celebrity fragrance license.

May
18
2016
Jasminalia
Jasminalia

What's funny is that 2 years ago, Adern said celebrity fragrances didn't work anymore.
You can still read those articles where Arden said that they lost a lot of money because of Taylor Swift and Justin Bieber.

May
18
2016
raiza1990
raiza1990

I hope the quality continues to be good. I really like Christina´s fragrances,specially Secret Potion and my husband is a big big fan o By Night. I also own Touch of Seduction ( he gave it to me as a gift), but i would love to get the older fragrances from Aguilera, the ones from the x pose line, but they are notwhere to be found here in Europe. If Elzabeth Arden would start to market these fragrances here, i would be glad with this license acquisition.

May
18
2016
lerg1973
lerg1973

Coty Will get D&G in the USA market

May
17
2016
MattChartier
MattChartier

I wonder what's going to happen with Dolce & Gabbana, the last holdout from the P&G Coty deal. P&G has stated that they don't have plans to remain in the fragrance market once their license for D&G runs out, I'm curious to see who buys that license. My money is on L'Oreal

May
17
2016
lesecretforme
lesecretforme

Her perfumes are a big yawn for me.

May
17
2016

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