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Elizabeth Arden, Inc. and Alberta Ferretti announced that supermodel Claudia Schiffer will represent Alberta Ferretti's first signature fragrance in its advertising campaign. In January 2008, Elizabeth Arden entered into an exclusive long-term global licensing agreement with AEFFE S.p.A. for the development, marketing and distribution of fragrance, cosmetics and skin care products with Alberta Ferretti. The fragrance and the campaign will debut in Europe autumn 2009.
"It's an honor to be chosen as the face of the Alberta Ferretti fragrance," said Schiffer. "Alberta and I have worked together for many years, and it's wonderful to be able to collaborate on this exciting project together. Alberta's designs always embody femininity and elegance, which are reflected in this fragrance."
"We believe we have created a fragrance that expresses the brand values that emanate from Alberta's rich creative experience," said Ron Rolleston, executive vice president, global marketing, Elizabeth Arden, and who collaborated with Ferretti to create the fragrance. "It was important that we stay true to those values in selecting a face for this sophisticated new fragrance. In Claudia Schiffer, we have found an ideal visual representation for the brand."
Ferretti, according to a press release, created a fragrance inspired by the sensuality of a woman. From the conception of the fragrance through its development, Ferretti was inspired by the woman she imagined would wear it—one who is modern, has style and sophistication, and, most importantly, identity. This is the reason why she chose Claudia Schiffer as the face for the advertising campaign. "Claudia is a beauty icon and a woman whose sensuality comes from her unique and inimitable personality. Possessing awareness and strength, she expresses the qualities that every woman desires. Claudia represents the woman for whom my fashion and fragrance is designed," said Ferretti.