Eight Hour Cream
and Ceramide. The signature skincare lines by an iconic brand. Founded more than a century ago, this global prestige beauty company became a thriving spa empire, based on the vision of a woman who believed there is a holistic connection between how we live and how we look, the venerable Miss Elizabeth Arden.
In July 2012, Elizabeth Arden
opened its red door in typical New York City Glam style to South Africa's celebs and beauty industry to announce its brand repositioning. While they will be keeping everything that is great about the brand, Elizabeth Arden will be gaining a new look and feel by bringing their founder's approach to holistic beauty to the fore. This means, over 100 years' worth of spa excellence will be paired with modern and contemporary packaging.
Miss Arden believed that it's every woman's birthright to be beautiful and to be able to find her own, unique beauty. The brand is recommitting itself to helping women find their one-of-a-kind beauty by reaching deep into its DNA as a spa-inspired brand to once again combine a holistic, treatment based approach to beauty with a science-based, innovation-driven approach to product. Defining this approach as Spa Science, Elizabeth Arden will reveal a sleeker, more modern side of the brand while demystifying beauty by offering tools that will allow women who interact with the brand to leave with as much confidence and knowledge as beauty know-how.
So while the Elizabeth Arden brand will look different, it will still feel familiar
'With this comprehensive, new, global repositioning, we are reintroducing ourselves to not only our loyal consumers, but to women who have yet to experience the Elizabeth Arden brand,' says Mary Beth Mazzotta, vice president of regional marketing for the southern hemisphere.
Ladies, you can look forward to innovative products, new packaging, a new advertising campaign, new website, and a new in-store and spa experience as well as social media engagement. With 100 years of face-to-face, hands-on spa experience, you can be sure Elizabeth Arden will be using their vast base of knowledge about women, beauty, skincare, make-up and fragrances to create a one-of-a-kind beauty experience.