In a digitally driven world, the day-to-day routine of a consumer is completely different to what it was a decade ago. Heritage beauty brands mindful of this are adapting and unveiling new initiatives to cater to a younger, more tech-engaged customer.
Elizabeth Arden is the latest brand to reveal a revamped strategy that focuses on recruiting a younger audience. To begin, there's an update of its celebrated Ceramide Capsules followed by a modernisation of in-store experiences based on its iconic spa, The Red Door by Elizabeth Arden.
Arden's top selling Ceramide Capsules have not been updated since their launch in 1990 but this year sees the formulation change with increased levels of the existing ceramides and the addition of cholesterol. The reformulation of the Ceramide Capsule will be communicated largely via digital and social media outreach (organic and paid), and with the help of TV presenter Louise Roe and influencer Serena Goh.
Next, the brand plans to revolutionise its retail experience. By the end of March many of the top performing US stores will be fitted with a Red Door Speed Services experience that offers quick treatments ranging from one-minute makeup lessons to 15- to 30-minute facials. Customers can also treat themselves to an oxygen blast which lightly sprays an oxygen mist over the skin; a hand massage that ties in the brand’s upcoming White Tea fragrance; a lip facial and a cooling gel eye patch treatment followed by eye makeup application.
The Red Door experience has already launched in Singapore, Australia, New Zealand, the UK, Germany, France and Spain. China, Taiwan and Korea will all open later this year.
While the two most significant developments for Arden are mentioned above, the brand will also be launching its new White Tea fragrance and an edgier colour range for their eye palettes that will evoke a funner, more fashion-focused feel.
