Concentration in cosmetics and perfume

After Coty taking over the P&G Prestige business, according to news sources, now Revlon wants to take over Elizabeth Arden. The purchase price is supposed to be $870m.

Elizabeth Arden is a licensee of Taylor Swift, Justin Bieber and Christina Aguilera. From Liz Claiborne it has bought the fragrance portfolio including Juicy Couture, Lucky Brand, and Claiborne. It also holds licenses from Alberta Ferretti, Elizabeth Taylor, Mariah Carey, Britney Spears, Badgley Mischka, Gant, Geoffrey Beene, kate spade new york, Rocawear, Giorgio Beverly Hills, Ed Hardy, True Religion, and BCBG Max Azria.

Both companies sell their products in more than 120 countries, and when combined are expected to have sales of around $3bn.

Brand Licenses in Home Textile

Recently, new brand licenses were signed for home textile products.

After Stetson entering the market, the beauty brand Elizabeth Arden signed with London Luxury, which also holds the license Arm & Hammer.    

Kate Spade signed with CHF Industries, which also took on an additional brand license from Marc Ecko. CHF already has a broad licensing portfolio with Quiksilver, Donna Karan, DKNY, Hemingway, Dockers, Roxy and others.

More Brand Licenses in Limbo?

According to WWD, Selective Beauty entered administration in France.

After underwear licensee Schiesser and eyewear licensee Safilo got into trouble earlier this year, this now puts a big question mark to many top brand licenses for fragrances.

Selective Beauty holds brand licenses from Bulgari, Ferragamo, Fendi, Burberry, Elizabeth Arden and Bennetton. In addition they own Lanvin, which they acquired not too long ago.

Elizabeth Arden & Rocawear for Fragrance, Skincare and Cosmetics

Elizabeth Arden, Inc. , a global prestige beauty products company, has entered into an exclusive global licensing agreement with Iconix Brand Group, Inc. for the development, marketing and distribution of men’s and women’s fragrance, cosmetics, and skincare products with the apparel brand Rocawear.

A debut fragrance is planned to launch in the fall of 2008.

Financial terms of the agreement were not disclosed.

Elizabeth Arden’s portfolio of brands includes the Elizabeth Arden fragrance brands: Red Door, Elizabeth Arden 5th Avenue, Elizabeth Arden green tea and Elizabeth Arden Mediterranean; the Elizabeth Taylor fragrance brands: White Diamonds and Elizabeth Taylor’s Passion; the fragrance brands of Britney Spears: curious Britney Spears, fantasy Britney Spears and Britney Spears believe; the Mariah Carey fragrance M by Mariah Carey; the Hilary Duff fragrance with Love … Hilary Duff; the Danielle Steel fragrance Danielle by Danielle Steel; the lifestyle fragrances: Daytona 500, Design, Giorgio Beverly Hills, the HUMMER Fragrance for Men, PS Fine Cologne for Men, White Shoulders and Wings; and the designer fragrance brands of Alfred Sung, Badgley Mischka, Bob Mackie, GANT, Geoffrey Beene’s Grey Flannel, Halston and Halston Z-14, and Nanette Lepore.