Elizabeth Arden ties up Rocawear

Beauty products company and leading lifestyle apparel brand join forces for new fragrance.
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Elizabeth Arden has sealed an exclusive global licensing agreement with Iconix Brand Group which will see it create men's and women's fragrances, cosmetics and skincare products with lifestyle apparel brand Rocawear.

A debut fragrance is planned to launch in the US next autumn.

Iconix purchased the Rocawear brand in March 2007. It boasts a wide range of categories including sportswear, footwear, outerwear, handbags, belts, jewellery, sunglasses and children's clothing. The brand has international retail sales of over $700 million.

"The Rocawear name connects with the customer we want to attract," said E Scott Beattie, chairman and CEO of Elizabeth Arden. "Adding Rocawear to our line-up of lifestyle fragrance brands allows us to further diversify our multi-dimensional brand portfolio and expand our reach to a young, modern consumer."

Shawn Carter, Rocawear co-founder, added: "We are excited to partner with an industry giant such as Elizabeth Arden. The combination of their expertise in fragrance and our ability to affect popular culture will produce some incredible products and breathe excitement into the category."


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