Elizabeth Arden to Launch Untold Fragrance

July 1, 2013


Elizabeth Arden will soon be launching a new fragrance, Untold, the brand’s first pillar fragrance in nearly two decades. The fragrance hits store counters mid-July but is currently being pre-sold online. A full global rollout will occur in September.

The scent, created by Clement Gavarry of International Flavors & Fragrances is built around five facets of a woman, which are also represented in the multi-faceted bottle. The Vibrant facet is represented by sparkling pink pepper and crisp bergamot; Unpredictable by pear and Blackcurrant Bud LMR; Refined by delicate gardenia petals and Egyptian Jasmine LMR; Mysterious by nuances of Patchouli Heart LMR and sandalwood, and Sensual with heated ambers and hypnotic musk. “It’s very sophisticated, but it has freshness and sparkle,” said Gavarry.

The collection includes eaux de parfum in three sizes — 1 oz. for $49, 1.7 oz. for $59 and 3.3 oz. for $79 — as well as a 6.8-oz. body cream, $45, and a 6.8-oz. shower gel, $38. In the U.S. alone, Untold will be sold in over 2,500 department and specialty stores.

Industry sources estimate that Untold could do as much as $50 million at retail globally in its first year on counter. Print ads begin running in the U.S. in September books, while U.S. TV commercials will break in mid-September. Pete Konczal served as Director of Photography, while Ludwig Ciupka directed the campaign. Arden is also developing a major online initiative to showcase the new fragrance.

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