MAM
Britney Spears shows off her fantasy for Elizabeth Arden
MUMBAI: The TVC that sees music star Britney Spears promoting her second fragrance from Elizabeth Arden, fantasy Britney Spears premiered on AOL a few days ago.
The spot coincided with the fragrance’s launch at stores acros the US including Macy’s, Nordstrom and Sephora.
The print ad has also broken in fashion magazines. The fantasy Britney Spears site www.fantasybritneyspears.com is in operation. Fans can download cell phone ringtones with messages from Britney, wallpaper for their phones and online games. Spears was quoted in media reports saying that the fragrance had been created with all kinds of enchanting scents and flavours like lush red lychee, golden quince, sensual woods and exotic kiwi.
Britney Spears’ first fragrance, curious Britney Spears was introduced in September 2004 by Elizabeth Arden and immediately became an international bestseller.
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 and Elizabeth Arden 5th Avenue.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
