Elizabeth Arden is naming two of the world’s biggest superstars as the reason for their financial loss.
Justin Bieber and Taylor Swift are both being blamed for Elizabeth Arden’s decline in sales. In their earnings press release, the beauty company singled out Justin and Taylor’s perfumes as factors in the company’s great loss. Wow!
In their statement, Elizabeth Arden said that the decline in celebrity perfume sales lead to their big loss. They went on to name Justin and Taylor’s fragrances specifically saying, “…the decline in sales of celebrity fragrances, particularly the Justin Bieber and Taylor Swift fragrances, was steeper than anticipated.” It’s being reported that Elizabeth Arden lost $145.7 million for fiscal 2014!
While the company sells many other celebrity perfumes, like Britney Spears and Nicki Minaj, they chose to name Justin and Taylor in their statement. Interesting.
In 2011, Elizabeth Arden launched Taylor’s Wonderstruck perfume and it was so successful that Taylor launched another perfume the following year called Wonderstruck Enchanted.
In Justin’s case, he’s launched three perfumes! Someday, Girlfriend, and The Key. Someday even reportedly had record sales in 2011!
Maybe fans today are just saving money to buy new songs on iTunes from Justin and Taylor? Taylor did just announce her new album!
What do you think of Elizabeth Arden blaming Justin and Taylor? Sound off in the comments!
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