BEAUTY CARE

Elizabeth Arden to manufacture, market fashion fragrance

BY Antoinette Alexander

NEW YORK Elizabeth Arden has inked an exclusive global licensing deal with Kate Spade New York, a fashion and accessories brand well-known for handbags, to manufacture and market a Kate Spade New York fragrance.

The fragrance is set to launch in the fall of 2010. Financial terms of the agreement were not disclosed.

“Kate Spade New York is the ideal brand partner for Elizabeth Arden,” stated Art Spiro, EVP of global fragrance marketing for Elizabeth Arden. “Kate Spade New York has grown from a small handbag company to a total lifestyle brand. We are proud to continue to bringing the kate spade new york lifestyle to the next level.”

In 1993, Kate Spade New York started a revolution in the accessories market with sleek utilitarian handbags. Since then, the brand has grown to include clothing, accessories, jewelry, shoes, apparel, eyewear, leg wear, home, paper and now fragrance.

In 2007, design powerhouse Liz Claiborne acquired the brand. Deborah Lloyd, formerly of Banana Republic and Burberry, took the helm as creative director and co-president that same year, with an aim to broaden the product line.

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Burt’s Bees natural toothpaste hits store shelves

BY Antoinette Alexander

NEW YORK Natural personal care company Burt’s Bees has introduced a line of Burt’s Bees natural toothpaste.

The line now is on the shelves in major retailers including CVS, Walgreens, Target and Walmart. The toothpastes, which have a suggested retail price of $4.99 each, are available with or without fluoride and fall into three different platforms:

  • Adult multicare formulas: Multiple benefits to naturally care for teeth and gums and a peppermint flavor
  • Adult whitening formulas: Added whitening power to naturally brighten teeth in two weeks and a peppermint flavor
  • Kids’ formula: Natural berry and orange flavors and colors.

The toothpastes are SLS-free and do not contain artificial colors, flavors, preservatives or sweeteners. According to the company, they are the first and only natural toothpaste line of products to be certified by the Natural Products Association.

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King of Shaves revamps line for women

BY Antoinette Alexander

NEW YORK U.K. shave brand King of Shaves has redesigned and reintroduced its shaving line for women, taking a fun and flirty approach to the line that now flies under the Queen of… banner.

Hitting Target and Duane Reade stores during spring are the new Ta-da! shaving gel and Ooh la la! shaving gel products priced at $3.99 each.

Ta-da! shaving gel is a paraben-free formula that is infused with tea tree oil. Ooh la la! shaving gel is a paraben-free formula that is infused with aloe vera to soothe skin.

Currently available for men is the new King of Shaves Azor Advanced Shaving Gel and Azor System Razor. These two products are designed to work together for the ultimate close yet comfortable shave.

The shave gel is a black mentholated gel that has micro-magnetically enhanced particle technology to help the gel “stick” to the Azor razor’s blades throughout the shave reducing the chance of irritation or burn when shaving. The formula is free of sodium laureth sulfate and parabens and uses King of Shaves’ skin surface-enhancing technology and advanced lubrication system to help protect, moisturize and lubricate skin throughout the shave. The suggested retail price is $6.99.

Key features of the Azor System Razor include a flexible “reflex hinge” that allows the razor’s head to bend and flex with every contour and curve of the face, a soft rubber bumper that helps lift hairs to protect against nicks and cuts and prevent ingrown hairs, and four Endurium-coated blades that stay sharper for longer.

The suggested retail price starts at $8.99 (includes two extra blade cartridges). Replacement cartridges are $8.99 for four and $14.99 for eight.

The Azor System Razor and Advanced Shaving Gel are available at A&P, CVS.com, Drugstore.com, Duane Reade and Pathmark.

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