From 1964 to 1984 under the direction of George Barrie, Fabergé launched many successful cosmetics products and hired celebrities to endorse them. In addition a media division made feature movies.
Mr. Barrie supervised Fabergé's introduction of the popular Brut toiletry line for Fabergé which was promoted by the football players Joe Namath, Paul Gascoigne and Kevin Keegan, as well as the boxers Mohamed Ali and Henry Cooper, and the actress Kelly Le Brock among others. Brut became the best selling cologne in the world at the time. It is still available in stores worldwide today.
In 1967 movie star Cary Grant had been appointed a "creative consultant" to Rayette-Faberge. He spent a year attending sales conventions and visited Faberge plants around the world. In May 1968, Grant was elected a member of Faberge's board of directors. He received a salary of $15,000 a year, a rent-paid luxury apartment in New York City (where Faberge's HQ was located), unlimited travel expenses and the use of the company's private fleet of helicopters and planes. By 1970, Grant divided his time between Los Angeles and New York. He never endorsed specific products or appeared in commercials.
In 1977 Barrie launched the Farrah Fawcett hair product and fragrance lines and he signed the actress and star of Charlie's Angels to a promotional contract with Fabergé. A famous Fabergé TV ad featured Joe Namath being shaven by Farrah Fawcett.
James Bond actor Roger Moore became another celebrity board member in 1970. George Barrie established Fabergé's filmmaking division, Brut Productions, in 1970 and produced the Academy Award-winning movie, A Touch of Class in 1973 and other feature movies.
The cologne Brut 33 by Fabergé had a product placement in the 1974 James Bond movie The Man with the Golden Gun. In the fight in the dancer's dressing-room, Roger Moore sprays two of the villains in the face with an aerosol can of what is Brut-33 anti-perspirant, a nod to the Fabergé company with which Moore was associated.
Limited licences to endorse products with the name Fabergé were given to Barbie, Limoges, The Franklin Mint and others.
Barrie launched the Babe fragrance in 1976 which, in its first year, became Fabergé's largest-selling women's fragrance worldwide.
The granddaughter of writer Ernest Hemingway, model and actress Margaux Hemingway, received a $1 million contract to promote the perfume Babe by Fabergé in a very popular advertising campaign. Her famous Babe campaign was remembered again by millions after her mysterious death in 1996. Babe received two awards from the Fragrance Foundation for its launch, Most Successful Introduction of a Women's Fragrance in Popular Distribution and Best Advertising Campaign for Women's Fragrance.
Parfums Faberge, SA, with a capital of Fr 8 million in 1982, was a subsidiary of the American company Faberge Inc, who was the world's fifth largest group in cosmetics and toiletries, which had a turnover of $270 million in 1982. Parfums Faberge, though also supplying perfumery products for women under the brands of Partage, Babe and Cavale, was mainly involved in men's perfumery and toiletry products which in 1982 accounted for some 90 percent of the company's turnover. Faberge' s range of men's perfumery and toiletry products included eaux de toilette, after-shave lotions, shaving foam, spray and stick deodorants, shampoo and soap. Parfums Faberge' operates a plant set up in Chartres in 1967 produced not only perfumery and toiletry products but also essential oils and all the packaging except aerosol containers. Parfums Faberge supplied two categories of products: prestige, luxury perfumery products sold in selective distribution outlets, and perfumery and toiletry products for mass distribution, which accounted for about 85% of the company's turnover in France..
By 1984, the company had expanded its personal care products to Aphrodisia, Aqua Net Hair Spray, Babe, Cavale, Brut, Ceramic Nail glaze, Flambeau, Great Skin, Grande Finale, Just Wonderful, Macho, Kiku, Partage, Tip Top Accessories, Tigress, Woodhue, Xandu, Zizanie de Fragonard, Caryl Richards, Farrah Fawcett, and Fabergé Organics.
In 1984, McGregor acquired Fabergé and discontinued many Faberge products. The company launched Mcgregor by Fabergé cologne the same year. New product lines were introduced including men's, women's, and children's apparel under the trademarks Billy the Kid, Scoreboard, and Wonderknit.
In 1986, Mark Goldston, a specialist in evaluating areas of untapped sales and profit, was named President of Fabergé. He was principally responsible for targeting and acquiring Elizabeth Arden from Eli Lilly and Company.
Fabergé Inc was acquired by Unilever in 1989 for US$1.55 billion. In 2001 Lever Fabergé was formed through the merger of Lever Brothers and Elida Fabergé, two long-established Unilever companies. Lever Fabergé today owns hundreds of cosmetics, household, and other brands including Dove, Impulse, Sure, Axe, Organics, Timotei, Signal, Comfort, Domestos, Surf, Sun, and Cif. Unilever removed the Fabergé name from all its products and packaging. Brut is now marketed in Europe by Brut Parfums Prestige.
On January 3, 2007, Pallinghurst Resources LLP, an investment advisory firm based in London, announced it had acquired Unilever’s entire global portfolio of trademarks, licenses and associated rights relating to the Fabergé brand name for an undisclosed sum. The trademarks, licenses and associated rights were transferred to a newly constituted company, Fabergé Limited, which was registered in the Cayman Islands. In October 2007 it announced that the company intended to restore Fabergé to its rightful position as the leading purveyor of enduring and endearing personal possessions. Furthermore, it announced the reunification of the Fabergé brand with the Fabergé family with Tatiana Fabergé and Sarah Fabergé, both great-granddaughters of Peter Carl Fabergé, becoming founding members of the Fabergé Heritage Council, a division of Fabergé Limited, which was to offer counsel to the new company.