BEAUTY CARE

Reese Witherspoon, Avon to launch fragrance

BY Antoinette Alexander

NEW YORK The world of celebrity-backed fragrances just got a little bigger as Avon Products has teamed up with actress Reese Witherspoon to launch her first fragrance, according to published reports.

The fragrance, called Bloom by Reese Witherspoon, is expected to be out globally in November, reports stated.

For the past two years, Witherspoon has served as Avon’s global ambassador and brand spokesperson.

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P&G expands men’s grooming portfolio

BY Antoinette Alexander

CINCINNATI Procter & Gamble has bolstered its men’s grooming portfolio with the acquisition of the upscale male grooming brand Zirh.

The acquisition broadens P&G’s already strong portfolio of male brands, including Gillette, Old Spice, Braun and, more recently, The Art of Shaving.

“Zirh is an excellent fit into P&G’s already incredibly strong Male Grooming portfolio,” stated Chip Bergh, group president of P&G Male Grooming. “Although it is a relatively small, North American-centric business, its super-premium positioning and product line up is a perfect complement to our portfolio.”

The Zirh line of men’s skin care and shaving products can be found at high-end department stores and specialty stores, including CVS’ prestige Beauty360 locations.

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Supermodel Claudia Schiffer becomes new face of Elizabeth Arden fragrance

BY Antoinette Alexander

MILAN, Italy Elizabeth Arden has signed supermodel Claudia Schiffer as the face of a new fragrance from Alberta Ferretti.

In January 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, cosmetic and skin care products with Alberta Ferretti. The fragrance and the campaign will debut in Europe in fall 2009.

“We believe we have created a fragrance that expresses the brand values that emanate from Alberta’s rich creative experience,” stated Ron Rolleston, EVP global marketing for Elizabeth Arden. “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,”

Creative director Alex White collaborated with Alberta Ferretti on the concept for the campaign, which was shot by photographers Mert & Marcus.

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