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Marketing in Brief: Elizabeth Arden

This article was originally published in The Rose Sheet

Executive Summary

Elizabeth Arden: Perpetual Moisture skin care product launch supported with $5 mil. print and regional television ad campaign in 1998, the company said. Marketed under the Visible Difference umbrella, the cream "reverses" skin dryness after seven days of use and boosts "hydration by more than 500% after just one application," the Unilever division claimed. Containing ceramide 6, Perpetual Moisture "forms an AHA which increases the amount of natural moisture found in the skin," the firm added. Available in February, a 1.7 oz. jar will sell for $38. Elizabeth Arden has also reformulated Good Morning Eye treatment with lightening botanicals and retinyl palmitate. The new offerings are part of Arden's Visible Difference brand overhaul, which organizes the eight skin care products into three categories -- The Moisturizers, The Fixers and The Healers, Elizabeth Arden said. The products are packaged in clear jars with frosted lids and white tubes with opaque caps...
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