05/06/2006

“Daytona 500” men’s cologne racing to stores in 2006

New York and Daytona, FL: In a transaction initiated by Brand Sense Partners, the Los Angeles based brand extension firm, Cosmetics giant Elizabeth Arden, Inc. has signed an exclusive license with International Speedway Corporation (ISC), owner of the Daytona International Speedway and the Daytona 500, to create and market a signature men’s cologne called “Daytona 500”. Drawing on the popularity of NASCAR’s annual world famous racing event, The Daytona 500, Elizabeth Arden plans to capture the exhilarating thrill of this racing spectacle and put it in a bottle. In development is a totally new fragrance in a unique container with exciting packaging aimed at both avid and casual race fans. Plans are to launch the cologne in the United States in the second or third quarter of 2006.

In addition, Elizabeth Arden will support the launch with consumer marketing and media. Initial plans are to utilize track signage, sampling and on-air promotions at a select number of races, as well as traditional print advertising and in-store promotion.

“We’re thrilled to be associated with ISC as host to NASCAR’s preeminent event and to create a totally new men’s cologne” said Paul West, President of Elizabeth Arden. “We think ‘Daytona 500’ cologne will be a flag to flag success!”

“Having a luxury company like Elizabeth Arden as our licensing partner to extend the ‘Daytona 500’ brand is a testament to the strength of our sport and to the Speedway in particular”, noted Terry Bassett, . “We could not be happier to be in business with such a great company who is recognized as an innovative leader in their industry.

Brand Sense Partners, LLC, who represents Elizabeth Arden as its exclusive licensing and brand extension agency, initiated the agreement.

About Elizabeth Arden, Inc.
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), fantasy 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 Prevage(TM) Anti-Aging Treatment, Ceramides and Eight Hour Cream; and the Elizabeth Arden color cosmetics line.

About International Speedway Corporation.
The Company owns and/or operates 11 of the nation’s major motorsports facilities, including Daytona International Speedway in Florida (home of the Daytona 500).

In addition to motorsports facilities, ISC also owns and operates MRN Radio, the nation’s largest independent sports radio network; DAYTONA USA, the “Ultimate Motorsports Attraction” in Daytona Beach, Florida and the official attraction of NASCAR; Americrown Service Corporation, a provider of catering services, food and beverage concessions, and merchandise sales; and Motorsports International, a producer and marketer of motorsports-related merchandise.

About Brand Sense Partners LLC
Brand Sense Partners, LLC is an integrated brand extension firm. Brand Sense Partners specializes in leveraging hidden brand equity to develop profitable new businesses on behalf of our clients. Their unique blend of professional experience, industry relationships and proven executional capabilities deliver significant and quantifiable results. The firm’s broad range of clients include consumer brands in the sports, entertainment, automotive, retail, fashion, cosmetics and technology industries including. Brand Sense Partners is headquartered in Los Angeles. For more information on Brand Sense Partners, visit www.brand-sense.com.