Arden Adds Intrigue To Lip Color Category With Lightweight Formula
This article was originally published in The Rose Sheet
Executive Summary
Elizabeth Arden is introducing Color Intrigue Lipstick as a formula that delivers rich color without weighing heavily on lips, according to the company
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Elizabeth Arden is introducing Color Intrigue Lipstick as a formula that delivers rich color without weighing heavily on lips, according to the company. Bowing now, Color Intrigue is formulated with "a fine-tuned balance of esters, oils and waxes that allows smooth, intense color delivery," without the heaviness associated with most lip color, the firm said. The product also moisturizers with vitamins A and E. Color Intrigue comes in 24 shades inspired by spokesmodel Catherine Zeta-Jones. Names include Catherine, Satine, Star, Entrapment, Stop Traffic and Seduction. Zeta-Jones was signed last year to represent Elizabeth Arden in a global, four-year ad campaign (1 (Also see "Elizabeth Arden Reveals Actress Zeta-Jones Behind Red Door Ad Campaign" - HBW Insight, 11 Feb, 2002.), p. 5). The actress, who has appeared in films such as "Entrapment" and "Traffic," has since won an Academy Award for her performance in "Chicago." Print ads supporting the launch feature a close-up shot of Zeta-Jones and the lip color with the tagline, "Is it Seduction or Entrapment? It could be drama." Print ads are breaking in September books including Glamour, according to the company. The ads are part of Arden's "Open for Beauty" campaign. Arden, which boosted its ad spend by 25% behind the "Open for Beauty" campaign in fiscal 2003, is increasing its ad spend by 40% in 2004 (ending Jan. 31) (2 (Also see "Elizabeth Arden Mass, International Sales Drive 12.5% Year-End Gain" - HBW Insight, 24 Mar, 2003.), p. 5). Color Intrigue retails for $17.50 in department stores including Marshall Field's, Robinsons-May and Foley's, according to the company. Elizabeth Arden also is rolling out Smooth Line lip pencil, a precision pencil that "sharpens to a fine point to line and define lips," according to the firm. The pencil features a brush tip on one end to blend color more evenly. Smooth Line is available in eight shades including Crimson, Coral, Taupe, Mocha and Orchid. All colors complement Color Intrigue shades, the firm claims. The lip pencil retails for $15. |