PRODUCT ALERT: Pretty by Elizabeth Arden
Elizabeth Arden
Pretty
The new fragrance
Irresistible. Charming. Feminine.
It surrounds you and makes you smile.
The final touch, the invisible must-have accessory.
A fragrance that makes you feel pretty.
Every day, everywhere. Every woman wants to feel pretty.
The concept
“Feeling pretty starts at an early age,” explains Geri Archer, Vice President Global Fragrance Marketing Elizabeth Arden. “We all watched our mom getting ready to go out and even today we can still remember the perfume she wore. She taught us how to feel pretty – it became part of our DNA. We wanted to capture that emotional connection in a fragrance.”
“The idea for the new Pretty fragrance is a natural evolution for Elizabeth Arden, a brand that represents Total Beauty,” adds Elizabeth Park, Executive Vice President Global Marketing and General Manager Elizabeth Arden US. “We wanted to take our Total Beauty position and use the new Pretty fragrance to remind women that taking care of your skin makes you feel pretty. The right makeup makes you look pretty. Fragrance really is the finishing touch. The Pretty scent is ageless and timeless. It’s a fragrance all women can relate to. Actually, we consider Elizabeth Arden Pretty a must-have accessory for every woman.”
The Fragrance
Pretty is a spirited floral fragrance of exceptional charm. The floral heart is surrounded by a mélange of fruits, wrapped in a well-rounded background of serene woods. At its core is a premiere ingredient, Petalia.
TOP
Italian Mandarin ORPUR™*
Italian Mandarins possess an overtly luscious quality that is both deliciously sweet and subtly sharp. Here Italian Mandarin ORPUR™ is used to create a sophisticated and bright top note.
Orange Blossom
The magnificent essence of Orange Blossom welcomes you into this divine fragrance creation. Its wonderful floral character is balanced by bright citrus and fruity notes to create a captivating entrance.
Peach Nectar
The peach is known in China, Japan, Korea, Laos and Vietnam for the many folktales and traditions associated with it. The Peach Nectar note in this fragrance adds a subtle sweetness to the top note. It is a wonderful complement to the citrus and floral notes… adding a touch of juiciness.
MIDDLE
Petalia
The perfect floral, the very essence of femininity. Years in the making by a dedicated team at Givaudan of scientists, perfumers and evaluators, Petalia is a new Givaudan molecule developed with state of the art technology alongside olfactive artistry. Powerfully diffusive, beautifully substantive, Petalia is a new floral icon. Easy to wear, with a unique floral character that will impart a signature impression on all that it touches.
Star Jasmine
The scent of Jasmine alone is exquisite. When blended with other notes, it becomes extraordinary. The beautiful heart of this scent is achieved through the blending of Jasmine with other exceptional florals.
Pink Iris
Garden Irises come in a broad spectrum of colors. The Pink Iris is as exceptionally beautiful as it is precious and rare. Pink Iris harmonizes with the other precious florals in the heart of this fragrance, creating a powerful signature that is exquisitely beautiful.
White Peony
The Peony, which originated in China and Tibet, was named for Paeon or Paeos, the legendary Greek physician who treated the wounds of the gods during the Trojan War. White Peony adds a light and refreshing floral quality to this fragrance.
DRYDOWN
Fluffy Musk
Smooth and warm, Musk has been used by master perfumers for centuries to give their fragrances an alluring appeal. A fluffy, warm and sexy backdrop is created by the use of Musk in this fragrance.
Jacaranda Wood
The Jacaranda tree puts on a breathtaking floral display in summer. The wood from the Jacaranda tree lends a rich yet warm quality to the overall character of this fragrance. Its pleasant, earthy intonation helps create a perfectly rounded background.
Creamy Amber
Akin to the most beautiful of florals, the scent of Amber induces feelings of love, comfort, happiness and beauty. Amber illuminates the background of this fragrance. It fuses with rich woods and soft musk to create an atmosphere of beautiful warmth.
*ORPUR™ is a selection of strategic natural raw materials with a pure and 100% natural quality and a clearly defined origin. ORPUR™ a trademark of Givaudan.
The Packaging
The Bottle
Inspired by a bud vase, the elegant glass bottle features the Pretty Elizabeth Arden logo and has a soft, rounded shape that fits in your hand for a feeling of luxury. The cap symbolizes a flower in a vase, reflecting the beautiful floral fragrance inside.
The Carton
A graduated wash of pink is the background for a delicate and charming floral design. When merchandised together, the cartons create a continuous floral canvas.
The Pretty Lineup
Eau de Parfum Spray
1.7 fl. oz. / 50 ml 49.00
3.3 fl. oz. / 100 ml 62.00
Body Lotion
6.8 fl. oz. / 200 ml 30.00
Body Powder with Puff
3.4 oz. / 100 g 37.50
All prices are suggested retail.
©2009 Elizabeth Arden, Inc.
Elizabeth Arden Pretty is available at fine department stores nationwide beginning February 2009.
Conversation with Perfumer Claude Dir
Pretty was created by international perfumer Claude Dir of Givaudan. He describes his inspiration:
How do you create a perfume? Where do you start?
I believe that fragrance should create an instantaneous response connecting quickly to an individual and staying true to its signature. I start with a vision, actually a two-part vision: one is the vision of the client and the other is my thoughts on how a fragrance can bring this vision to life. My goal is to make something creative to stay true to perfumery as a craft, yet satisfy an emotion in the wearer.
How did you work with Elizabeth Arden? What was the process?
It was a true partnership right from the start. The Arden team was instrumental in clearly defining what they wanted. We worked very closely together to execute the dream they had for this brand. The strategy and objectives identified by Arden set us in the right direction. It was a process that included all key people involved on the project from perfumery to evaluation to marketing. We wanted to stay as close to each other as possible to ensure that a cohesive message was delivered. We also reached out to the Givaudan Research and Development team who provided us with an exclusive fragrance molecule, Petalia, which became the foundation for fragrance development.
What attracted you to this project?
I was drawn immediately to the brand values… pretty, fun, flirty, feminine and timeless. I knew I could create a fragrance that embraced these ideals. I especially loved the notion that it would be timeless…something classic but with a contemporary edge. Elizabeth Arden wanted a fragrance that could “make you smile” and the idea of creating something happy, charming and irresistibly feminine spoke to me.
What inspired you?
One might say that I saw the world through very feminine “pink colored glasses”! I envisioned all things pretty…
One night as I sat watching my wife get ready for an evening out, I was inspired by the graceful touches she made to make herself feel feminine, flirty, irresistible…pretty. The final touch was her fragrance. It was an elegant and charming statement of who she was and how she wanted to feel. As she dabbed it delicately onto her pulse points I could envision the textured florals that made up its heart…their delicate pink color and their irresistibly rich and elegant scent wafting through the air. It was a vision that will stay with me forever. It all came together for me at that moment…I would make a magnificent fragrance to reflect the beauty of her entire ritual.
How did you choose the ingredients?
I began with Petalia, the exclusive Givaudan molecule identified for this project. It truly is the perfect feminine floral essence. It was never used before in fragrance development so I was intrigued, excited and driven to create something spectacular for Arden.
Petalia is powerfully diffusive and beautifully substantive. It became the new floral icon that I built my fragrance around because it is easy to wear, with a floral character that imparts a unique signature impression. I added other beautiful florals, a sensual feminine backdrop and a delicate touch of citrus to complete this pretty masterpiece.
Whom You Know is looking forward to a Pretty spring!
