Arden unveils new pillar scent Untold

Published: 19-Jul-2013

US beauty brand Elizabeth Arden is launching Untold, its first major fragrance launch in 17 years. The perfume is available from this month and will be fully rolled out worldwide by September. It will act as a ‘pillar’ fragrance alongside Red Door (1989) and Fifth Avenue (1996).

Created by Clement Gavarry of IFF, the fragrance is based on five ‘facets’ that are meant to reflect different aspects of a woman’s personality: Vibrant (pink pepper and bergamot); Unpredictable (pear and blackcurrant bud LMR); Refined (gardenia and Egyptian jasmine LMR); Mysterious (patchouli heart LMR and sandalwood); and Sensual (ambers and musk). LMR stands for Laboratoire Monique Rémy, a subsidiary of IFF known for its high quality natural extracts.

The heart shaped bottle, with a large crystal cap, is also created to tie in with the marketing concept. A print and TV advertising campaign, featuring an elegant woman in a cream ballgown set against a background of New York, will begin in the US in September, directed by fashion photographer Ludwig Ciupka and shot by cinematographer Pete Konczal. The fragrance is expected to be sold through about 2,500 doors worldwide, priced from $49.

Trending Articles

You may also like