Elizabeth Arden Inc. has announced plans to overhaul its flagship brand, with the effort potentially seeing the brand double in size.
The revamp is set to effect everything from the packaging of every item to in-store displays, according to WWD. This repositioning touches every element of the brand,” says Elizabeth Arden Inc. CEO E. Scott Beattie.
Other measures involved in the revamp will see the company reposition the brand higher, fitting into the luxury, spa-inspired tier, which will also see it lose unproductive items from the line. This could also see it no longer being stocked in some retail formats that do not fit into the luxury position.
The revamped Elizabeth Arden brand is set to enter 50 key retailers globally in late August, before being rolled out to further stores at the beginning of next year.
To coincide with the revamp, the brand’s web site is being relaunched with new content and a new design.
We are very excited about the upcoming changes and what it means for the Australian beauty industry,” says Elizabeth Arden’s Australian public relations manager Simone Cunico. The brand will be releasing further information about the rebranding later in the year.
