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Friday, June 12, 2009
Elizabeth Arden Inc, a global prestige beauty products company, and Alberta Ferretti announced that iconic supermodel Claudia Schiffer will represent Alberta Ferretti's first signature fragrance in its advertising campaign. In January of 2008, Elizabeth Arden entered into an exclusive long-term global licensing agreement with AEFFE S.p.A. for the development, marketing and distribution of fragrance, cosmetics, and skincare products with Alberta Ferretti. The fragrance and the campaign will debut in Europe in the Fall of 2009."It's an honour to be chosen as the face of the Alberta Ferretti fragrance. Alberta and I have worked together for many years and it's wonderful to be able to collaborate on this exciting project together. Alberta's designs always embody femininity and elegance which are reflected in this fragrance," stated Claudia Schiffer.
Ron Rolleston, Executive Vice President, Global Marketing at Elizabeth Arden, collaborated with Alberta Ferretti to create the new fragrance and said, "We believe we have created a fragrance that expresses the brand values which emanate from Alberta's rich creative experience. It was important that we stay true to those values in selecting a face for this sophisticated new fragrance. In Claudia Schiffer we have found an ideal visual representation for the brand."
With her creative talent and understanding of women, Alberta Ferretti created a fragrance inspired by the sensuality of a woman. From the conception of the fragrance through its development, Alberta Ferretti was inspired by the woman she imagined would wear it -- one who is modern, has style and sophistication, and most importantly, identity. This is the reason why she chose Claudia Schiffer as the face for the advertising campaign.
"Claudia is a beauty icon and a woman whose sensuality comes from her unique and inimitable personality. Possessing awareness and strength, she expresses the qualities that every woman desires. Claudia represents the woman for whom my fashion and fragrance is designed," stated Alberta Ferretti.
Creative Director, Alex White collaborated with Alberta Ferretti on the concept for the campaign, which was shot by photographers Mert & Marcus.
Elizabeth Arden is a global prestige beauty products company with an extensive portfolio of prestige beauty brands sold in over 90 countries. The company's brand portfolio includes Elizabeth Arden skincare, color, and fragrance products, PREVAGE(R) anti-aging treatments, the celebrity fragrance brands of Elizabeth Taylor, Mariah Carey, Britney Spears, Hilary Duff, Danielle Steel, and Usher; the designer fragrance brands of Juicy Couture, Alberta Ferretti, Alfred Sung, Badgley Mischka, Bob Mackie, Gant, Geoffrey Beene, Liz Claiborne, Halston, Lucky Brand, Nanette Lepore, Rocawear; and the lifestyle fragrance brands Curve, Giorgio Beverly Hills, and PS Fine Cologne.
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