Fragrance, candy & music to come under name of Mariah Carey
23 Jun '10
3 min read
Elizabeth Arden, Inc. and Bazooka Candy Brands, a division of Topps Company, Inc., announced a strategic partnership for the launch of Mariah Carey's new candy-inspired fragrance collection, Lollipop Bling. This partnership represents the latest innovation from Elizabeth Arden, bringing together three powerful entities--fragrance, candy and music--under the name of one superstar, Mariah Carey.
Mariah Carey has always been an incredible partner for Elizabeth Arden; her approach to fragrance creation is authentic, incorporating her life experience into her brands. Lollipop Bling was inspired by the fun and playful nature of Mariah's marriage proposal - an engagement ring hidden inside an iconic Ring Pop lollipop package.
"As an artist, I'm always looking for unique business models to connect with my fans and reach out to new segments of the audience, through different creative endeavors in music, partnerships or fragrances," said Mariah Carey. "That's why I'm so excited for everyone to experience Lollipop Bling for the first time! I think this line really comes with a fresh approach that is both innovative and accessible to my loyal fan base and beyond, but will bring something new to the market with a well-rounded, universal appeal."
Mariah Carey's Lollipop Bling, a trio of candy-inspired fragrances, is a breakthrough concept unique to both the fragrance and candy categories. The collaboration between Elizabeth Arden and Topps sets apart this fragrance launch in a competitive marketplace.
"At Elizabeth Arden, our strategy is to develop innovative brand experiences for our customer," said Scott Beattie, Chairman, Chief Executive Officer and President of Elizabeth Arden. "In today's dynamic and competitive environment, we must continue to evolve and execute at a higher level than is expected by our retail partners and consumers. Lollipop Bling is innovative and delivers something truly unique to the category."
The inspiration for Lollipop Bling, Mariah Carey's marriage proposal, and the brand story will be told in multiple ways. Each fragrance purchase will include a Ring Pop, and the national advertising features Mariah Carey wearing Ring Pops. The fragrance and packaging are candy- and flavor-inspired, and an interactive online experience will also incorporate the Ring Pop inspiration.
"We are thrilled to have the opportunity to work with Elizabeth Arden on this campaign," said Ryan O'Hara, Chief Executive Officer of Topps, of which Bazooka Candy Brands is a division. "Ring Pop, which has long been associated with celebrity and the aspiration to be famous, and often spotted on the hands of many starlets and musicians, is the perfect fit for Mariah Carey and her fragrances."
Lollipop Bling's 1.0 fl oz scents, Honey, Mine Again and Ribbon will be available at select department stores nationwide in July 2010, including Macy's, Dillard's, Belk, Bon Ton, Boscov's, Ulta and Sephora inside JCPenney. Candy-inspired promotions, including a gumball machine gift set and a lollipop rollerball fragrance set, will roll out beginning in Fall 2010. All prices are manufacturer's suggested retail prices in US dollars.