Elizabeth Taylor’s ‘White Diamonds’ remains the world’s best-selling celebrity fragrance of all time - 20 years after it first launched. It is estimated that the global sales of the scent, which is manufactured by Elizabeth Arden, reached 61.3 million pounds in 2010. The Oscar-winning actress, who died on Wednesday at the age of 79, was one of the first stars to launch a signature fragrance with any success.Follow-up perfumes, which include ‘Diamonds and Emeralds’, ‘Diamonds and Rubies’ and ‘Black Pearls’ also continue to enjoy retail success, with sales of 76.9 million pounds in 2010.
‘White Diamonds’ sold for 200 pounds an ounce when it first launched in 1991 at the Marshall Field and Co department store in New York.
A private tea with the actress was on offer to the first 150 customers who bought a 300-an-ounce pounds limited edition.
Elizabeth Arden chairman E. Scott Beattie reassured consumers that the perfume range would not be discontinued.
“White Diamonds remains a best seller almost 20 years after its 1991 introduction, a testimony to her transcendent and enduring appeal,” he said.
“Our best tribute to Elizabeth Taylor will be to continue the legacy of the brands she created and loved so much,” he added.
Boasting 10 fragrances, Taylor launched her first ‘Passion’ in 1987 and released Violet Eyes in 2010.
With no major acting work in the last 10 years, the star’s fragrance sales enabled her to give generously to charity and maintain her lavish lifestyle.
A year after its launch, ‘White Diamonds’ won Women’s Fragrance of the Year and Best National Advertising TV Campaign for a Women’s Fragrance at The Fragrance Foundation’s FiFi Awards.
In 2009, it came first in the Fragrance Hall of Fame along with ‘Davidoff Cool Water’.
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