Elizabeth Arden's Untold Story
Elizabeth Arden, Inc. is spilling the juice with its first flagship fragrance launch in decades, Untold.
Following the announcement of an all-encompassing revamp of its legendary Elizabeth Arden brand last year, Untold represents the initial olfactory component of the effort “to shepherd this great brand back to its original glory,” said Kathy Widmer, Elizabeth Arden’s executive vice president and chief marketing officer.
The inspiration for the launch, she said, were life’s fleeting and mysterious moments—experienced in cherished privacy. Untold is the “baby sister” to classic Arden fragrances like Red Door, 5th Avenue and Green Tea, added Francine Gingras, the company’s vice president of global public relations.
And to create a juice befitting its modern and highly sophisticated conception, Arden tapped International Flavors and Fragrances (IFF) perfumer Clement Gavarry to develop a sensual floral with the highest quality ingredients. Many of Untold’s ingredients were produced by the Laboratoire Monique Rèmy (LMR)—IFF’s in-house facility in Grasse that specializes in extracting natural raw materials—and therefore represent the best quality on the market.
The fragrance comprises: sparkling pink pepper fused with crisp bergamot, fruity accents of pear and blackcurrant bud LMR, gardenia, Egyptian jasmine LMR, patchouli heart LMR, sandalwood, heated ambers and musk.
If Tom Brokaw called the 21st century the “Century of Women,” Widmer noted, Untold’s packaging embodies her multifaceted and versatile nature. Done in radiant, elegant gold and silver tones, the bottle is subtly curved so that its appearance is strikingly different from every angle.
The fragrance launches next month at Elizabeth Arden counters nationwide and on elizabetharden.com. The full collection will include: