Elizabeth Arden's New Fragrance curious BRITNEY SPEARS(TM) is #1 Beauty Product Sold on Amazon.com

Elizabeth Arden's New Fragrance curious BRITNEY SPEARS(TM) is #1 Beauty Product Sold on Amazon.com

Elizabeth Arden announces that Britney Spears' fragrance is top seller in department stores as well

NEW YORK, Dec. 10 /PRNewswire-FirstCall/ -- "curious BRITNEY SPEARS(TM), the first fragrance by internationally acclaimed music star Britney Spears was the #1 beauty product sold on Amazon.com, which is linked through Sephora, for the month of November," announced E. Scott Beattie, Chairman and CEO of Elizabeth Arden (NASDAQ:RDEN). "Additionally, it is currently the top- selling fragrance in U.S. department stores." The fragrance launched in September 2004. "curious [BRITNEY SPEARS(TM)] will be our number one launch for the fall season and, without a doubt, potentially one of the biggest launches we've had with any fragrance-period," says Debbie Murtha, Senior Vice President and General Merchandise Manager of Cosmetics and Fragrances for May Co. Added Thia Breen, Executive Vice President of Cosmetics for the Federated Merchandising Division, "Of course her name is incredibly powerful, but [the fragrance] also has a fantastic presentation-great packaging, a great juice, great modeling and the TV advertising is breakthrough."

The curious BRITNEY SPEARS(TM) fragrance was also introduced to select international markets -- Canada and Australia, and has enjoyed similar success. Combined with innovative marketing techniques and groundbreaking programs, it was the number one selling fragrance in both markets in every store in which it was launched. In Australia, after only five weeks of sales, curious BRITNEY SPEARS(TM) became the most successful fragrance launch ever at Australia's largest department store, Myer (http://www.becurious.com.au/).

Online retailing was up 19% for the month, compared to the same month in 2003, according to Nielsen/NetRatings. Instead of battling the crowded shopping malls this holiday season, consumers are spending more dollars on the Internet. Amazon.com expects this year to be one of its biggest holiday seasons ever, according to an Amazon.com spokesperson. Using non-traditional advertising methods to reach their target audience, Elizabeth Arden reached their young consumers on the Internet by banner advertising on teen websites and via an innovative voice-messaging campaign utilizing Britney Spears' voice.

The curious BRITNEY SPEARS(TM) collection is comprised of Eau de Parfum (3.3 oz & 1.7 oz), Deliciously Whipped! Body Souffle, Lather Me Up! Shower Gel and Write On! Perfumed Shimmer Stick, and retails between $20.00 - $49.50 on Amazon.com. The line will launch in the rest of its international markets in spring 2005, with additional products expected to launch in the U.S. shortly thereafter.

Elizabeth Arden is a global prestige fragrance and beauty products company. The Company's portfolio of brands includes the fragrance brands Elizabeth Arden's Red Door, Red Door Revealed, 5th Avenue, Elizabeth Arden green tea, ardenbeauty and Elizabeth Arden Provocative Woman, Elizabeth Taylor's White Diamonds, Passion, Forever Elizabeth and Gardenia, Britney Spear's Curious by Britney Spears, White Shoulders, Geoffrey Beene's Grey Flannel, Halston, Halston Z-14, PS Fine Cologne for Men, Design and Wings; the Elizabeth Arden skin care lines, including Ceramide and Eight Hour Cream; and the Elizabeth Arden color cosmetics line.


Source: Elizabeth Arden

CONTACT: Shirine Coburn, Coburn Communication, Inc., +1-212-730-7277,
shirine.coburn@coburnww.com


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