Over two days this week, hosted media briefings to introduce some big changes happening within the brand. Natalie Sella, general manager for Elizabeth Arden Australia, spoke to media at length about changes taking place over the next 12 months that will see Elizabeth Arden repositioned in the marketplace and reconnecting with consumers.
Currently in Australia, Elizabeth Arden boasts a 92 per cent rate of brand awareness – a very powerful figure. Despite this, in its current position, not a lot of consumers actually engage with the brand. Following extensive consumer research, Elizabeth Arden is set to change the way it’s positioned in the market.
Sella opened by unveiling some of Ardens’ insights into how women perceive beauty. Guests were shown a powerful short film of ordinary women describing their view of what’s beautiful in order to better understand what drives women to engage with beauty. The comments included the fact that being beautiful is a state of being, it has substance, and it goes beyond the surface. The film also unveiled consumer attitudes to current cosmetic advertisements, which most agreed they could not relate too.
In rebranding Elizabeth Arden and thus reconnecting with the consumer, Sella spoke of the key attributes of the brand they wanted to retain. They were: Ms. Arden herself, A modern woman in a man’s world,” as described by Sella, who believed to be beautiful is the birthright of every woman”; the brand’s New York Heritage; and the world-renowned Red Door spa.
Not only is Elizabeth Arden one of the world’s biggest 3-axis brands, with its portfolio of skincare, fragrance, and colour cosmetics, it also ranks as a top-10 brand in department stores. But we can be a top 5,” says Sella. We’re a 100-year-old brand, but that doesn’t mean we have to look 100.”
The brand is working to change consumer’s perception of Elizabeth Arden by overhauling the entire brand with new creative, new campaigns and new packaging. Giving everyone a sneak peek of the new skincare packaging, Sella pointed out some of the key changes – the packaging has a far more consistent appearance across all ranges. Not only that, but it now features the Red Door on all products, as well as the words New York” beneath the Elizabeth Arden logo. In terms of advertising campaigns, no celebrities have been used in an attempt to create an aura of relatable beauty, plus iconic New York City images will be featured in every campaign in some way. We need to cut through the clutter with non-standard advertising,” says Sella.
Elizabeth Arden Australia GM Natalie Sella makes the announcement.
Elizabeth Arden is also shifting its focus to incorporate digital as well as traditional media. The website will have a complete overhaul to become more informative, interactive and helpful than ever. It’s not just about using traditional media to counters, it’s also about using digital platforms,” reveals Sella.
Elizabeth Arden’s cosmetics will also undergo a facelift to have a more uniform appearance across the board. Sella argues that colour cosmetics are integral in attracting new consumers to a brand, and in fact, in Australia, cosmetics represent 40 per cent of all Elizabeth Arden’s retail sales – in fact Elizabeth Arden in Australia sells more colour cosmetics than in any other country. But in an ever-competitive cosmetic market, it’s important to the brand to keep up with new trends. For this reason, the brand is introducing a range of new eyeshadow colours, which are a complete departure from the colours the brand has traditionally been known for.
To comply with all the changes in the brand’s appearance, Elizabeth Arden’s in-store counters will also undergo a makeover to create a uniform look no matter where you are in the world. The new design, of which media were given a sneak peek, uses white heavily, but with accents of the brand’s signature red. And of course, the red door logo features more heavily throughout.
The first new Sydney counter will be unveiled next month, with the rest of the rebranding happening throughout the rest of 2012.
