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


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