Mariah Carey’s Lollipop Bling Launches in July

Lollipop Bling was inspired by Mariah’s marriage proposal—an engagement ring hidden inside an iconic Ring Pop lollipop package.

As such, the candy theme is woven throughout the launch. The fragrance and packaging are candy- and flavor-inspired, and an interactive online experience will also incorporate the Ring Pop inspiration.In addition, eachfragrance purchase will include a Ring Pop, and the national advertising features Mariah Carey wearing Ring Pops.

The 1.0 fl.oz scents—Honey, Mine Again and Ribbon—will retail for $35 each, and will be available at select department stores nationwide in July 2010, including Macy’s, Dillard’s, Belk, Bon Ton, Boscov’s, Ulta and Sephora inside JCPenney.

Candy-inspired promotions, including a gumball machine gift set and a lollipop rollerball fragrance set, will roll out beginning in Fall 2010, according to Arden.

“At Elizabeth Arden, our strategy is to develop innovative brand experiences for our customer,” said Scott Beattie, chairman, chief executive officer and president of Elizabeth Arden. “In today’s dynamic and competitive environment, we must continue to evolve and execute at a higher level than is expected by our retail partners and consumers. Lollipop Bling is innovative and delivers something truly unique to the category.”

“We are thrilled to have the opportunity to work with Elizabeth Arden on this campaign,” said Ryan O’Hara, chief executive officer of Topps, of which Bazooka Candy Brands is a division. “Ring Pop, which has long been associated with celebrity and the aspiration to be famous, and often spotted on the hands of many starlets and musicians, is the perfect fit for Mariah Carey and her fragrances.”