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Press ReleaseSource: Elizabeth Arden, Inc.

Elizabeth Arden, Inc. Announces the Selection of Goodby Silverstein & Partners
Friday May 13, 12:22 pm ET
as US Media Planners as Well as Leaders of Strategic Oversight for Global Initiatives. Media Buying in the US Will Be Handled by PHD Network, a Division on Omnicom. International Media Planning and Buying Are to Be Handled By OMD Worldwide, Another Division of Omnicom, Out of London.

NEW YORK, May 13 /PRNewswire-FirstCall/ -- Elizabeth Arden, Inc. (Nasdaq: RDEN - News), a global prestige beauty products company, has awarded the responsibility of US media planning and strategic oversight of global initiatives to Goodby, Silverstein & Partners, the San Francisco-based advertising company, as well as international media planning and buying to OMD Worldwide and US media buying to PHD Network.

Goodby Silverstein & Partners with work with Elizabeth Arden's global marketing team based in New York, and their international marketing team in Geneva, to drive the media strategy for Elizabeth Arden and all of its brands, including Elizabeth Arden, House of Taylor and Britney Spears Beauty(TM). Goodby, Silverstein & Partners is a full service advertising agency founded in 1983 and is based in San Francisco, California (US). The agency has won numerous awards, beginning in 1989, when Advertising Age named Goodby, Silverstein & Partners Agency of the Year, one of the two youngest agencies to ever receive that honor. Goodby, Silverstein & Partners has won fifteen Gold Effie(TM) awards from the American Marketing Association, and in 2003 the agency received its first Emmy Award in recognition of its outstanding television work. Goodby, Silverstein & Partners has worked with Elizabeth Arden since 2002, producing several major television and print product advertising campaigns. The campaigns include the commercial starring Elizabeth Taylor for the House of Taylor's Forever Elizabeth Elizabeth Taylor fragrance, the campaigns featuring Elizabeth Arden spokesperson Catherine Zeta-Jones for the ardenbeauty and Provocative Woman fragrances, and most recently for the television and print campaigns featuring Britney Spears for the curious Britney Spears(TM) fragrance.

The media planning and buying is to be handled on a local basis internationally for Elizabeth Arden by OMD Worldwide with their London office managing the process. Within the US, the media buying is to be planned by PHD Network. Both companies are part of the Omnicom Media Group. OMD Worldwide is among the largest media specialist companies in the world, and is headquartered in New York with regional hubs in London and Hong Kong. The PHD Network consists of leading media agencies in the UK, US and Canada.

"We are very pleased that this global relationship with Goodby, Silverstein & Partners, OMD Worldwide and PHD Network will support our continuing goal of achieving a cohesive and impactful worldwide marketing strategy," said Ron Rolleston, Elizabeth Arden's Chief Marketing Officer. "We will benefit from Goodby Silverstein & Partners' continued creative vision in this expanded context, and are pleased to be working with OMD Worldwide and PHD Network with their leading market positions in all major world regions."

"This is obviously a really big and exciting opportunity for us," said Goodby, Silverstein & Partners' Co-Chairman Jeff Goodby. "The planning of media is every bit as critical as creative work these days, what with all the possibilities out there. We look forward to continuing the kind of alternative media thinking the Elizabeth Arden people have always championed."

Financial terms of the deal were not disclosed.

Elizabeth Arden is a global prestige beauty products company. The Company's portfolio of leading brands includes the fragrance brands Red Door, Red Door Revealed, Elizabeth Arden Green Tea, Elizabeth Arden 5th avenue, ardenbeauty, Elizabeth Arden Provocative Woman, curious Britney Spears(TM), Elizabeth Taylor's White Diamonds, Passion, Forever Elizabeth and Gardenia, White Shoulders, Geoffrey Beene's Grey Flannel, Halston, Halston Z-14, Unbound, PS Fine Cologne for Men, Design and Wings; the Elizabeth Arden skincare line, including Ceramides and Eight Hour Cream; and the Elizabeth Arden color cosmetics line.

Source: Elizabeth Arden, Inc.

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