Arden takes hum out of Hummer

[MisterMark]

By Harry Wallop (nice name)
Telegraph.co.uk

For most people, the Hummer, the hulking vehicle favoured by Arnold Schwarzenegger, represents all that is macho and brutish about the car industry.

For Elizabeth Arden, however, the Hummer is redolent of the "unmistakably seductive scents of tonka bean and patchouli".

The cosmetics company that supplies the Queen with her rose fragrance soap last week struck a deal to buy the rights to the Hummer fragrance and intends to roll out the eau de toilette and Hummer deodorant across Europe and into China.

Scott Beattie, chief executive of Elizabeth Arden, insists the marriage of the two most unlikely brands makes sense. "Okay, the Hummer to some people represents excessive consumption. But do they care about rising oil prices in China? It's an aspirational brand."

http://www.telegraph.co.uk/money/mai...15/ixcity.html

[blindzebra]

mmmm. nothing like the smell of broken tie rods to turn peoples heads