Monday, 23 September 2013

Behind The Brand: Elizabeth Arden

Elizabeth Arden Logo

Date of Birth: 1910

Founder: Elizabeth Arden

History: The Elizabeth Arden brand was born when Canadian-American businesswoman, Miss Elizabeth Arden opened her famous New York salon in 1910. Miss Arden famously painted the salon door bright red in the hope of standing out on Fifth Avenue and it worked! That little touch was so effective that the red door became synonymous with the Elizabeth Arden brand and eventually formed part of the brand's logo. Today, the Elizabeth Arden Red Door is recognised around the world as a symbol of beauty, luxury and quality.
In 1912, Arden participated in the suffrage movement, supplying red lipstick to the suffragettes. The striking red shade became part of standard rally uniform, as well as a symbol of female emancipation.

In 1916 Elizabeth Arden expanded the brand by introducing a full line of skincare and colour cosmetics. Her fundamental belief was that beauty should not be a veneer of makeup, but an intelligent cooperation between science and nature in order to develop a woman's finest natural assets. Miss Arden created skincare products that benefited, not masked, the skin.

By 1930, Miss Arden had opened Red Door salons in the majority of the fashion capitals around the globe. She proudly acknowledged her accomplishments by proclaiming that there were only three American names known in every corner of the globe: Singer Sewing Machines, Coca-Cola and Elizabeth Arden. At the peak of her career, she was one of the wealthiest women in the world.

Elizabeth Arden is now a $1.3 billion company with products sold in more than 100 countries.

Old Elizabeth Arden advert

USP: Elizabeth Arden is recognised worldwide for innovative beauty products, technology driven skincare, trendsetting makeup and distinctive perfumes.

Motto: "To be beautiful and natural is the birthright of every woman"

Giving Back: Elizabeth Arden is one of a handful of brands that support 'Look Good Feel Better', a charity that provides practical support for women struggling with the side effects of cancer treatment. The brand also supports a huge number of other charities, including Cancer and Careers.

Offerings: Elizabeth Arden offers a growing portfolio of products, selling everything from fragrances and foundations to eye shadow palettes and eyelash & eyebrow enhancing serums.

Hero Products: Eight Hour Cream, Ceramide Ultra Lipstick, PREVAGE Clinical Lash + Brow Enhancing Serum and the Green Tea Scent Spray.

Availability: Elizabeth Arden is sold all over the globe! If you reside in the US of A, you can find Elizabeth Arden at Macy's, Nordstrom and ULTA. If you are UK based, you can get your Elizabeth Arden fix at Boots, John Lewis and Debenhams.


Price Points

Foundations: Up to £30.00/$36.00

Single Eye Shadows: Up to £17.00/$18.50

Blushers: Up to £26.00/$26.00

Lipsticks: Up to £19.50/$25.00

Skincare: Up to £160.00/$225.00
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