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Elizabeth Arden signs Taylor Swift; fragrance to début fall ’11


November 2, 2010/6.33

Taylor Swift: Speak NowElizabeth Arden, which already develops fragrances to be sold with the likeness and endorsement of Britney Spears, Mariah Carey and Elizabeth Taylor, signed country-singing sensation Taylor Swift on Monday.
   ‘The license agreement includes the development, marketing, and distribution of fragrances and ancillary products. The first fragrance will debut in prestige retailers in North America during the fall of 2011. Taylor will be personally involved in all aspects of product development, packaging and advertising,’ the company claims in a release.
   The release adds a quotation from Swift: ‘I have always loved how fragrance can shape a memory the way certain scents remind you of events and people that are imprinted in your thoughts. Lately I’ve been having fun experimenting with combining some of my favorite scents, so I’m really excited about working with Elizabeth Arden to develop my own unique fragrance.’
   Elizabeth Arden has signed the singer at a very appropriate time. Swift, who celebrates her 21st birthday next month, was ranked twelfth on the Forbes Celebrity 100 list this year and has four Grammy Awards to her name. She was named as Billboard’s Artist of the Year in 2009. Swift is particularly marketable, arguably more so than some of the other celebrities signed by the company, and the fragrance will undoubtedly receive a boost as Swift performs 85 shows in 18 countries next year to promote her new album, Speak Now.
   Speak Now is tipped to sell a million copies in its first week, the first time the feat has been achieved in two years, says Billboard.

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Filed by Lucire staff

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