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Elizabeth Taylor - One Womans Passion
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Elizabeth Taylor - One Womans Passion

"Passion is the ingredient in me that has made me who I am,"

Elizabeth Taylor

Elizabeth Taylor was one of the worlds most beautiful women and greatest actresses of the 20th Century. A child star, that successfully managed to survive and thrive in adolescence and adulthood. Taylor lived constantly under the scrutiny of the public eye, she was well aware of what the cost was for stardom, but she never knew life any other way. Elizabeth Taylor was a winner of two Oscars, numerous acting and achievement awards, who starred in iconic movies such as Cat on a Hot Tin Roof, Giant, Butterfield 8, Suddenly Last Summer, Cleopatra and Who’s Afraid of Virginia Wolf. Her own life, which included marrying eight times, was far more dramatic and scandalous than any role she ever acted. Taylor managed to graciously utilize her fame, glamor and notoriety to her advantage and never apologized for being who she was.

At the time of her death on the 23rd March 2011, Elizabeth Taylor’s estate was valued to be worth one billion dollars. An astonishing amount, especially for someone who hadn’t been on the screen for over a decade. There were her jewels and real estate but a considerable sum of her fortune came from her perfume empire. A business that for over twenty years she had meticulously created and nurtured with Elizabeth Arden.

In 1987 when Elizabeth Taylor launched her first fragrance Passion, celebrity fragrances were not common and her perfume gained wide skepticism. The New York Times head lined , "Can Elizabeth Taylor's Passion compete with her friend Calvin Klein's Obsession?". Taylor’s glamorous lifestyle, fame and beauty, supported by a $10 million campaign was sufficient foundation to enable Passion to succeed.

Elizabeth Taylor closely supervised and developed a total of twelve perfumes with Elizabeth Arden. Passion for Men soon followed in 1989, but it was the release of White Diamonds in 1991 that became the shiniest bauble in her collection. The perfume launch, like Elizabeth Taylor herself, was glamorous and grand. At the New York launch, a $100,000 special edition diamond studded bottle of White Diamonds was produced, along with a personal invitation to have tea with Elizabeth Taylor for the first 150 clients who bought a $300 limited one ounce edition. Over the next 20 years, Taylor released other fragrances including Diamonds and Emeralds 1993, Diamonds and Sapphires 1993, Diamonds and Rubies 1993, Black Pearls 1996, Sparkling White Diamonds 1999, Brilliant White Diamonds 2001, Forever Elizabeth 2002, Gardenia 2003 and finally Violet Eyes in 2010.

After the death of Elizabeth Taylor, Elizabeth Arden’s chairman, E. Scott Beattie quickly reassured the public that Taylor’s perfume lines would not be discontinued. He stated that 'Our best tribute to Elizabeth Taylor will be to continue the legacy of the brands she created and loved so much.'. Behind the compassionate statement loomed an astute financial decision for Arden to continue production on a lucrative perfume line that brings in millions.

White Diamonds is the highest selling celebrity fragrance, earning $61.3 million in sales in 2010, according to Euromonitor International. Taylor's other perfumes, while not as successful individually, still earned $76.9 million last year. Elizabeth Taylor epitomized beauty and glamor, she was from a generation where women aspired to being alluring and desirable and she played this role to become one of the most astute business women of her time. Taylor was a product of her time and circumstances but she also was a pioneer and bench mark for celebrity endorsed products. The lights may dim on Elizabeth Taylor's mortal life and long after the fragrance fades, her memory and beauty will shine on and Taylor will remain a box office success.


Street Talk

Great article! Elizabeth Taylor was really something special, in so many ways.

Reply
  about 7 years ago
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