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Marketing in Brief: Elizabeth Arden

This article was originally published in The Rose Sheet

Executive Summary

Elizabeth Arden: Ceramide Night Intensive Repair Cream is formulated with hydroxy acids to "visibly diminish line and wrinkles" and improve skin's "radiance and luminosity," according to the Unilever division. Arden is reportedly spending $5 mil in ad/promo to support the launch. The ad, tagged "sleeping beauty," will appear in April books, including Vanity Fair, Harper's Bazaar, Gourmet and Redbook, Arden said. Promotions include product miniatures. The cream will be on-counter April 15, with a suggested retail price of $45 for a 1 oz. jar...
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