After recently announcing acquisition of a fragrance business from a unit of Procter & Gamble Co (NYSE: PG), Elizabeth Arden, Inc. (NASDAQ: RDEN) is up to something even more beautiful – support for military veterans. The company has kicked off a campaign to raise funds for the Travis Mills Foundation. As such, RDEN has offered to donate all the proceeds from the sale of certain line of lipsticks called Beautiful Color Moisturizing Lipstick to the foundation.
For Elizabeth Arden, Inc. (NASDAQ: RDEN), donating to Travis Mills Foundation is a way of showing gratitude to the American military veterans and their families. The foundation, named for U.S. Army Staff Sgt. Travis Mills, who served in Afghanistan and suffered critical body injuries in the line of duty, is a nonprofit that provides support and assistance to the military veterans and their families to help them through the healing process.
Specifically, RDEN’s donation to Travis Mills Foundation will be to help the foundation rehabilitate a recreational and retreat facility where the wounded veterans can go to recharge three of charge.
What do the Elizabeth Arden, Inc. (NASDAQ: RDEN) lipsticks cost?
The lipsticks sell for $25 and when you buy them, Elizabeth Arden, Inc. (NASDAQ: RDEN) will channel 100% of your money to the veterans’ course and you will have helped a veteran heal physically and emotionally.
Fragrance business acquisition
Elizabeth Arden, Inc. (NASDAQ: RDEN)’s contribution campaign toward Travis Mills Foundation comes after the company said it was purchasing the Christina Aguilera line of fragrance from PG. The move is expected to expand the company’s portfolio of celebrity beauty products and also accelerate its global penetration.
Christina Aguilera’s fragrance brand is widely popular in the U.K. and RDEN is hoping to build on the takeover to boost its global footprint. RDEN didn’t disclose how much it was paying for Christina Aguilera fragrance business, but it will be the second acquisition of a high-end cosmetic product that the company is making in about two years.