Elizabeth Taylor’s new Black Pearls perfume has turned into a marketing stinker.
Elizabeth Arden canceled a September launch of Black Pearls - and a $12 million ad campaign - after no major department store would carry it. Arden makes and distributes the actress’ three other signature fragrances.
The ad campaign included 42 million scent strips and print ads featuring the actress immersed in a lagoon.
In a joint statement Wednesday, Arden and Taylor said the decision to withdraw the fragrance was mutual.