Elizabeth Arden shakes up fragrance

MIRAMAR, Fla. — “Body sprays from Elizabeth Arden have been our biggest success story,” one retailer commented when recapping the year in fragrance. The mists offer lighter versions of Arden’s popular nameplates. Among the briskest sellers are Ed Hardy Women, Nicki Minaj Minajesty Women and Enchanted Wonderstruck Taylor Swift for women. Price tags are under $10.

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Arden entered the mist business last year, adding to some already solid performing spray entries, such as Body Fantasies. With the spirit of “if you can’t beat them, join them,” Arden brought out the line, which was quickly embraced by shoppers. In particular, buyers think younger customers who don’t want to pay higher tickets at specialty stores embraced the concept. Men especially like the lighter composition of the mists.