Arden’s new fragrance stars—Minaj and Bieber—cue up for launches.

It looks like Elizabeth Arden, Inc. is bent on giving Coty Inc. a run for its aromatic money. In just a couple of weeks, Arden has acquired five big-name licenses. First came the global fragrance licenses of Ed Hardy, True Religion and BCBG Max Azria from New Wave Fragrances LLC., quickly followed by the Justin Bieber and Nicki Minaj fragrance licenses from Give Back Brands.

Bieber’s first fragrance, Someday, debuted as the blockbuster of the year last spring and it recently received the title of FiFi Celebrity Fragrance of the Year. Arden’s acquisition will no doubt reap the benefits of the Biebs’ much-anticipated second scent, Girlfriend.
 
Trinidadian rapper sensation Nicki Minaj is due to unveil her first scent in the fall.

The newly acquired licenses join Arden’s portfolio of celebrity entertainer fragrances from Britney Spears, Mariah Carey, Taylor Swift and Usher.