Elizabeth Arden looking to strengthen makeup business with "The Eye Story" in May.
This article was originally published in The Rose Sheet
Executive Summary
ELIZABETH ARDEN FOCUSING ON DEFINING MASCARA INTRODUCTION in an attempt to strengthen the company's color cosmetics business, Arden said. According to the firm, Elizabeth Arden Defining mascara will be presented as the "star" product in the company's 29-SKU "The Eye Story" eye makeup collection debuting in May. As a result, an upcoming ad campaign will feature only Defining mascara, Arden said. Single- and double-page ads will run in major beauty, fashion and lifestyle books from June through the end of the year.