• April 3, 2007

Elizabeth Taylor's Passion fragrance partners with the NBC Daytime drama "Passions" to create a sweepstakes, "Live Your Passion ... Be a Star for a Day."

Consumers enter to win a trip for two to Hollywood and a walk-on role on "Passions." The sweepstakes runs until June 29. Runner-up prizes of posters autographed by Taylor, as well as Passion fragrance, will also be awarded.

NBC.com, nbc.com/passions and elizabethtaylorbeauty.com will promote the sweepstakes. Additionally, in-store promotional programs will be used to generate interest.

For spring, Passion fragrance is being re-launched with advertising support via a new image of Taylor from the classic movie "Cat on a Hot Tin Roof." The image depicts the brand positioning of sensuality, romance and allure. Advertising is planned for selected print and Internet sites.