Mariah Carey targets young with sweet-inspired fragrances

Diva Mariah Carey has teamed up with Elizabeth Arden and Bazooka Candy Brands to create a confectionary-inspired fragrance collection, called Lollipop Bling in a bid to extend her fragrance empire to younger consumers.

The name was inspired by Carey’s marriage proposal, when her partner presented her with an an engagement ring hidden inside a lollipop package.

The confectionary theme is repeated throughout the launch activity. The fragrance and packaging are confectionary and flavor-inspired, and an interactive online experience will also incorporate further confection-themed ideas.

In addition, each fragrance purchase will include a Ring Pop, made by Bazooka Candy and the advertising campaign will feature Carey wearing Ring Pops, which are edible jewellery products, aimed at pre-teens.

Sweet-inspired promotions, including a gobstopper machine gift set and a lollipop rollerball fragrance set, will launch beginning in the autumn, according to Elizabeth Arden.

“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.”

The collection will consist of three variants; Honey, Mine Again and Ribbon. Carey’s existing fragrances, created in partnership with Elezabeth Arden, are available in Boots, Superdrug, Debenhams and many other mid-market retailers.

This story first appeared on pitch

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here