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Elizabeth Arden expands fragrance portfolio


Elizabeth Arden has announced it has acquired the global licenses for Ed Hardy, True Religion and BCBG Max Azria brands from New Wave Fragrances.

According to the cosmetic giant, the Ed Hardy fragrance portfolio has expanded since 2008, inspired by the tattoo art of Don Ed Hardy, it includes many fragrances of such as Love & Luck, Hearts & Daggers and Ed Hardy Born Wild men's and women's fragrances.

The True Religion fragrance launched in U.S. in 2008 has also expanded to a portfolio of brands, while the BCBG Max Azria women's fragrance debuted successfully in the fall of 2011 at U.S. department stores.

The cosmetic giant expects the transaction to be accretive to earnings in fiscal 2013 and will provide further discussion and guidance for fiscal 2013 during its fourth quarter and fiscal year 2012 conference call in August 2012.

Elizabeth Arden’s extensive portfolio sold in over 100 countries includes the likes of Prevage anti-aging formulas and the celebrity fragrance brands of Britney Spears, Elizabeth Taylor, Mariah Carey to name but a few.

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