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Rocawear Teams With Elizabeth Arden For Debut Fragrance

Beauty products company Elizabeth Arden has entered into a global licensing agreement with Jay-Z’s Rocawear and its parent company, Iconix Brand Group.The union will produce and distribute new men’s and women’s fragrances, cosmetics, and skincare products with the Rocawear brand.The debut product under the deal will be the first ever Rocawear fragrance.”We are excited to partner with an industry giant such as Elizabeth Arden,” Jay-Z said. “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.”Iconix purchased Rocawear for $210 million dollars in March of 2007.The company boasts annual retail sales of over $700 million.Elizabeth Arden’s portfolio of brands includes the Elizabeth Taylor fragrance brand, curious Britney Spears, fantasy Britney Spears and Britney Spears believe; the Mariah Carey fragrance M by Mariah Carey; the Hilary Duff fragrance with Love, and others.”Elizabeth Arden and Iconix have a successful history together, and we are thrilled to grow our relationship with this dynamic collaboration,” said E. Scott Beattie, Chairman and Chief Executive Officer of Elizabeth Arden. “The Rocawear name connects with the customer we want to attractÂ… Elizabeth Arden’s leadership in fragrance, coupled with the creative involvement of Shawn ‘Jay-Z’ Carter and the team at Rocawear and Iconix, will provide us with a strong platform for success.”Rocawear’s debut fragrance with Elizabeth Arden is due in stores in the fall of 2008.

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