Liz Claiborne by Liz Claiborne c1986

Liz Claiborne by Liz Claiborne: launched in 1986. This is the first fragrance by designer Liz Claiborne. Created by the perfumers at IFF (International Flavors & Fragrances). The idea was for the company to make a fragrance that represented Liz herself.

In 1985, Avon and Liz Claiborne had signed a joint agreement to create and market the new entry. Avon participated in product research, supply and development of the scent. Liz Claiborne Cosmetics were completely responsible for the sales and marketing of the fragrance.

"The scent is a colorful, energetic fragrance with lots and lots of spirit," said Liz Claiborne.

The massive marketing blitz included distribution of 10 million samples of the perfume, miniature Liz Claiborne shopping bags were provided to those making a purchase of the scent, fragrance counters displayed large factices of the bottle, while a 63 ounce facsimile of the perfume bottle was used for dramming events. 

The company started shipments of the perfume in late 1986, and in 1987, their sales reached $26 million. The fragrance was so successful that a trade publication named Liz Claiborne one of the top five brands of perfume in 1987. Success continued, sales grew to $44 million in sales for 1988, $60 million in 1989, and $72 million in 1990.

Fragrance Composition:

It is classified as a fruity floral fragrance for women. A light hearted bouquet of sparkling fresh florals, greens, fruits and spice. It begins with a fresh fruity top of lily, freesia, chamomile and mandarin, followed by a cool floral heart of ylang ylang, jasmine, rose, jonquil, and lily of the valley, resting on a unobtrusive, powdery floral base of sandalwood, amber, and musk.

• Top notes: pineapple, aldehyde, carnation, white lily, freesia, mandarin, marigold, green notes, bergamot and peach
• Middle notes: cyclamen, jasmine, jonquil, narcissus, rose, ylang-ylang, lilac, tuberose, lily-of-the-valley and violet 
• Base notes: spices, cedar, sandalwood, amber, oakmoss and musk

Bottle:

President of Liz Claiborne, Victor Gassman, noted that Liz Claiborne herself had complete approval on the design of the bottle which was in the shape of the Liz Claiborne signature logo, a triangle. Like her clothes, the packaging is colorful and exciting. The eau de toilette came in bright red, blue and yellow triangular bottles.

Available in specialty and upscale department stores, the triangle shape was incorporated throughout the 12 products in the Liz Claiborne Cosmetics line. Body lotion and body shampoo came in triangular PET bottles, perfume came in a clear glass bottle with a blue inverted triangular stopper and the three sizes of eau de toilette were packaged in glossy triangular injection-molded ABS plastic cases with a clear triangular window revealing the spray bottle. This original bottle was designed by Pierre Dinand in 1986 and manufactured by both Pochet et du Courval and Wheaton with plastic components supplied by AMS Packaging, (Atelier Moulage Spécialisé), a French leader in the manufacture of luxurious injection molded plastic packaging.

As I mentioned earlier, some of the bottles were produced at the Wheaton Glass Company of Millville, NJ (close to where I live). Wheaton was founded in 1888 and produced bottles for pharmaceutical use, but also for perfumers. By the 1930s, Wheaton was manufacturing bottle for quality perfume brands, both American and European such as Hattie Carnegie, Adrian, Prince Matchabelli and Shulton.

Fate of the Fragrance:

Stemming from a out of court litigation settlement in 1988, Liz Claiborne Cosmetics bought out their license from Avon and henceforth became the sole owners of their own perfume division.

In 1993, the fragrance was housed in a new, updated bottle.